53 percent in Latin America, with an average of 30 percent concern across the country sets. To encompass and engage with concerned business leaders involves a mindset change about what conservation success means, how you get it, and why you need to. I cannot put it better than Jochen Zeitz, CEO of PUMA, which last year led the way in issuing its first environmental profit and loss statement, despite it reflecting poorly on the business. He said: "We believe that the current economic model, which originated in the industrial revolution some 100 years ago, is no longer viable and must give way to a new business paradigm, one that works with nature rather than against it".