Most people just don't care about sustainability enough to build their business around it, let alone their lives. Everyone has heard of climate change, deforestation, greenhouse gasses, mass extinction, etc., and yet the majority of people just forget about it and move on with their lives. I think a big part of the reason is that people assume you can't thrive in life and be sustainable. They think you have to abandon your desire for money and go back to living like a caveman. That couldn't be further from the truth. You CAN make money with sustainability. I think sustainability is the future! Maybe if more people thought of it this way the world would make faster progress towards sustainability. What do you think people can learn that will create true behavioral change (towards sustainability)?