There are only ways of encouraging non-spontaneous behaviour - regulation, education or moral persuasion and financial interests. As long as financial interest run against the other two, the likelihood of success is very limited; example smuggling, drug dealing. However, the ecological movement so far has ignored the connection between sustainability and the money system that underlies the financial priorities. Whenever the currency used for planning and contracts has positive interest rate, income or costs in the long term future are discounted for the present into irrelevance (discounted cash flow analysis).