The world is in crise and it is social, economic and environmental. As most of the activities that runs the entire supply chain are measured by its gain and all others economic´s index, the Nature claims for sustainable developement practices.

Nation´s manufactured capital measures is no longer working as the world faces an imminent colapse on it´s natural resources. There will be no capitalism without nattural resources.

The wealth of one nation has to be measured by it´s Gross Domestic Product and beyond: by it´s healthy humans and abundant natural capital. Is no rare a food company not to be worried about the products ,like hormons and chemicals , used on the production line by only focusing in gain. People are often getting sick because of these irresponsables practices. 

The focus has to be on the stock of assets and long term policies. The capacity to provide green sustainable infrastructure to the ones in the near future will guarantee to the industry and to the people the basic resources - as fresh water, to go on surviving.

As result, a changing about the cultural way of realising where the real wealth is requires cooperation of both sides: industry and consumers, passing through the whole supply chain, enganging all in education on sustainable consuption and lifestyle.