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The stupid thing is, the green movement is inevitable because we can’t operate forever in an economy using finite resources- it’s just not sustainable. So if I can only grab your attention with profit incentives. the early bird catches the Once upon a time there was a girl who really loved horses and had tattoos shirt and budding companies which develop greener methods and a sustainable reputation first will be able to take advantage of the little competition and can become established a lot faster than in 10 years where the competition will be high. We need to invest in eco-friendly technological advances. It is not a trade-off between profits and sustainability, so long as subsidies and investments go ahead so that we can fly whilst keeping costs and emissions low. It’s really not rocket science if they knew where their priorities lay.