„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.“

— Jared Diamond, Chapter "Big businesses and the environment: different conditions, different outcomes", section "Businesses and the public" (Penguin Books, 2011, page 485, .

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