Believing in a green future

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John Elkington is the cofounder and chair of SustainAbility, an independent think tank and consultancy firm that aims to promote "corporate responsibility and sustainable development" (click here to view their website). Here's an excerpt from Elkington's book A Year in the Greehouse (1991):

“At no stage will environmentalists be able to pack up their bags, declare the war won and cycle home. Indeed, the challenge facing us grows day by day. For as far as one can foresee, we will be fighting a losing battle, in the sense that we will continue to lose habitats and species, with the result that we will find our own headroom reduced in this global habitat. But, however many battles we may lose, we have no future unless we genuinely believe that the war can be won."

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