money. it's those individual actions that are really important part of the collective alongside government and the action of big business. the trend has been quite major in the us and europe, but what about asia? are we lagging behind here? i about asia? are we lagging behind here?— about asia? are we lagging behind here? ., ., behind here? i would not say it la: um: behind here? i would not say it lagging behind _ behind here? i would not say it lagging behind but— behind here? i would not say it lagging behind but there's - behind here? i would not say it lagging behind but there's a i lagging behind but there's a lot of opportunity in asia and for businesses to seize the opportunity to position their businesses. globally we are seeing evidence of over 70% of consumers willing to change their consumption habits to choose products and services to have a reduced impact on the environment.— have a reduced impact on the environment. branson company startin: environment. branson company starting to — environment. branson company starting to pay _ environment. branson company starting to pay attention to - starting to pay attention to those ego friendly consumers but bigger worry is if it will