It may be that the emerging concept of Natural Capital provides the answer we are looking for; a pragmatic expedient to modify business behaviour towards a more sustainable world, or is it naturally missing the point?
'We're all in it together' is, on the surface, an excellent message behind which to unite a country. It alludes to wartime life and suggests that we're all feeling the same pain. Of course, we're not and it doesn't appear to be working. Increasingly, it's being used as a stick with which to beat the government; every time a story shows that some are thriving whilst others suffer serves to defeat the message.