[..] the values to which people cling most stubbornly under inappropriate conditions are those values that were previously the source of their greate… - Jared Diamond

Businesses have changed when the public came to expect and require different behavior, to reward businesses for behavior that the public wanted, and to make things difficult for businesses practising behaviors that the public didn't want. I predict that in the future, just as in the past, changes in public attitudes will be essential for changes in businesses' environmental practices.

If the Easter Islanders couldn't solve their milder local problems in the past, how can the modern world hope to solve its big global problems? People who get depressed at such thoughts often then ask me, “Jared, are you optimistic or pessimistic about the world’s future?” I answer, “I am a cautious optimist.” By that, I mean that, on the one hand, I acknowledge the seriousness of the problems facing us. If we don’t make a determined effort to solve them, and if we don’t succeed at that effort, the world as a whole within the next few decades will face a declining standard of living, or perhaps something worse. That’s the reason why I decided to devote most of my career efforts at this stage of my life to convincing people that our problems have to be taken seriously and won’t go away otherwise. On the other hand, we shall be able to solve our problems – if we choose to do so.

Two types of choices seem to me to have been crucial in tipping their outcomes towards success or failure: long-term planning, and willingness to reconsider core values. On reflection, we can also recognize the crucial role of these same two choices for the outcomes of our individual lives.