Caught a really superior TED talk today. Jason Clay from WWF explains how the great changes in the market that are needed shouldn't be coming from the consumer side - it will just take too long, and we'll be in a Costnerian waterworld by the time the mindshift is made. Instead, an intense focus should applied to the real movers and shakers - the top 100 companies that are directly involved in the commodity trading of the world's most precious and endangered resources (think pulp for paper, cotton, biofuels, etc.).
He argues that transforming these companies into sustainable purveyors will generate a kind of market gravity and pull in smaller producers to the same ecologically suitable practices in order to stay competitive.
You watch now.
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