it's time to take the green lobby seriously. Maybe its time to question Trans Tasman's assumption that if you're green you're not credible. In addressing that I am taking a somewhat targeted approach to my allotted topic for this session of new approaches to protecting biodiversity on private land. I want to focus on that issue of why DOC is focused, though not singularly so, on the approach of partnering with business for conservation. New Zealanders have been too smug for too long about the state of their natural environment. So it is a welcome sign that business leaders are emerging to argue that a green economy is critical to New Zealand's future prosperity. So why are they doing it? The Nielsen Global Survey of Corporate Citizenship, polling over 28,000 consumers in 56 countries, showed that 66 percent of consumers around the world prefer to buy products and services from companies that give something back to society. Of those, 46 percent, say they are willing to pay extra. That is particularly so for people under 40. And of the things they want business to give back,  environmental sustainability tops the list. We need to be celebrating the leaders who genuinely get that. But we cannot afford to be too patient. Incremental change over a long period will not get us to where we need to be as a country that is dependent on exporting around an increasingly contested brand that incorporates environmental integrity. In June the Riddett Institute, a partnership