It's easier to resist at the beginning than at the end.
I had a go at changing history - maybe not all by myself - I fought at the battle of Normandy, I slogged through the Ardennes, and I celebrated the liberation of Paris on the streets with beautiful French girls throwing flowers at me. I said good-bye to my first true love and discovered what I really wanted to do with my life.
Today's consumers are eager to become loyal fans of companies that respect purposeful capitalism. They are not opposed to companies making a profit indeed, they may even be investors in these companies - but at the core, they want more empathic, enlightened corporations that seek a balance between profit and purpose.
There are a lot of obstacles in the way of our understanding animal intelligence - not the least being that we can't even agree whether nonhuman species are conscious. We accept that chimps and dolphins experience awareness we like to think dogs and cats do. But what about mice and newts? What about a fly? Is anything going on there at all?