In the modern world, the paramount desire of society is to grow the capitalist economy. For this purpose we are pressured to excel at things that will make this economy grow, and relegate everything else to a secondary status. That's why society views taking care of nature as non important. Many companies, such as oil and mining companies, are directly interested in destroying as much of earth as possible, just for the sake of making an extra buck. We need to create a new economy where these companies and others are directly controlled to produce only the minimum necessary in order to maintain what remains of this planet.