The current top 1% will not lead this transition, they profit from maintaining the status quo as long as possible. This means it is time for a New 1%; not the richest, not the most famous. The New 1% are people of every generation prepared to take a stance and do something active to force a transition back to genuinely taking care of people and the planet.
The New 1% go beyond social media and petitions to be visibly active and a visible force for change in the real world, every day, week or month; in doing so they show their children and grandchildren that they are committed to ensuring they will have chance to experiences natures wildlife wonders.
As with any good leadership, the first step is to go to where people are at and to offer insights that challenge the current dominant worldview, which currently ignores the needs of wildlife and the natural world.
Where people are is in the workplace, enjoying sporting events or socialising with friends. To get their attention, we must take wildlife into these spaces, which is why we have created the annual World Games For Wildlife and annual global tea party for wildlife, the Style Icon Afternoon Tea. Once more and more people participate in such events, their worldview changes to be consistent with their new actions.
This effect can also be use in relation to the consumption of legal and illegal wildlife items as luxury products, which is mostly an attempt to achieve status differentiation among the wealthy elites.
If every member of a social circle has been to Venice, has bought the Audi or Mercedes and has got the same lifestyle home? How do they stand out? Thankfully, doing something illegal is not for everybody and most people shun going down this path. But that doesn’t change the fact that the pressure for social differentiation exists.