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The Fourth Wave by Susan E. Mehrtens, Herman Maynard

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SEVENEcology andEconomics: Toward aCommon Cause

ENVIRONMENTAL PERSPECTIVE

The Second WaveConsumption

The Third WaveSustainability

The Fourth WavePreservation

 

ENVIRONMENTALISM WILL SURELY remain one of the most common themes in the public media well into the twenty-first century, as our problems with pollution, resource exhaustion, conservation, and land use continue to worsen. Because environmentalism will increasingly command the attention of both consumers and lawmakers, the prudent businessperson will respond proactively to the environmental challenge.

Specific measures will of course depend on the nature and markets of specific businesses, but fundamental to them all, regardless of field or product, is the crucial step of changing attitudes. ...

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