Deep Ecology: The Wealth of Communities and the Durable Future. Bill McKibben. 2007. ISBN-13 978-0-8050-8722-2
In terms of converting inputs into outputs, society would be better off with small-scale farmers. As population continues to grow in many nations, and the amount of farmland and water available to each person continues to shrink, a small farm structure may become central to feeding the planet.
Mexico’s scarce water resources are leaching north, one tomato at a time. It’s absurd for a country like Mexico – whose people are often hungry – to use its best land to grow produce for a country where food is so abundant that its people are obese – but under free trade, it makes economic sense.
Harnessing the ‘base’ motive of material self-interest to promote the common good is perhaps the most important social invention mankind has achieved.
Much of our shared knowledge about ourselves comes to us through a commercial process of storytelling called branding … ten percent of a two-year-old’s nouns are brand names.