We have gone too far in our belief that the market is the all-encompassing mechanism that could lead to sustainable development. Markets may be the right way of valuing replaceable, recoverable, reproducible goods. They are a totally inappropriate method when we consider the protection needs of the one-time singular endowment of earth, the only planet we have. Some of the responsibility for bringing about a different, more differentiating outlook rests with the media. People can turn around species' extinction.
Protection of nature is a continuous, ongoing task.
Temporary projects are not enough. To preserve nature, economics should be a tool, not a master. We have only one planet, one environmental endowment. The World Conservation Union - IUCN was created in 1948. Over the last half century, IUCN has provided a forum for decisions on equity and ecological sustainability, helped over 50 countries to launch National Conservation Strategies, and contributed to the drafting and implementation of several global environmental conventions.