The Cree Indians predicted that the white man would realise that he couldn't eat money only when the last tree had been cut down, the last fish caught and the last river poisoned. But some would argue that westerners are finally learning to respect our planet. Exhausted with the egocentricity of our multi-option society, consumers are now yearning for higher standards of decency and respect, which means industry must follow, according to Jens Lonneker of the Rheingold Institute for Qualitative Market and Media Research.
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