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Figure 9 illustrates a theoretical model of how the move towards sustainable development is occurring. From evidence gathered in the business community numbers of so called "early movers" are increasing. Figure 9 shows the initial feeling by the majority that sustainable development is not something to invest in for the business, and is alien to the business-as-usual view and thus seen to be somewhere far away. Early Movers sense the potential and pioneering groups prove it is possible, and profitable. The Mainstream follows and "mainstream" changes to the "new sustainable mainstream" at this point, " the few Resisters left are food for the regulators." (Ray Anderson)
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