Sustainability research suggests that society as a whole needs to shift its values - in particular, to shift from being egocentric (me-orientated), indulgent, materialistic and anthropocentric (human-centred) to being altruistic (putting others first) frugal, post-materialist and biocentric (all species matter)

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— Principles and Practive Advertising - Wells et al (via mellloves)

(Source: mellabella)