when profit became more important than life then…

everything from a profound disrespect for humanity, corrupt business practices, unfair competition, and sweatshops to environmental irresponsibility, and a machine that is hell bent on destroying the human race became justified. for profit.









We go to work. We make the stuff. We serve customers. We shop.  We pay mortgages. We spend money.  We keep economies working. All these actions have power.

HOW we do all this is what matters.

In capitalist democracies this process focuses around


Many areas for improvement can be found in how this is made.

As we all know profit is the difference between what you buy something for and what it costs to enable you to buy it – from sourcing and making, to shipping, marketing, and distribution.

During this process the people who make profit calculate costs in a variety of questionable ways:

Some don’t count some of the costs of their business (like the effect on the environment).  Others don’t pay their employees fairly or the people who make what they sell. Some take advantage of loop holes or special tricks.  Lobby the government. Or actively restrict certain people or groups from playing (causing a whole other set of problems). Or move their revenues around so they don’t pay tax at all. This has meant that some people do very little and make a lot of money. And others give a lot and get almost nothing in return.






The other half of this questionable profit calculation is revenue. post WW2 some clever people convinced us stuff was the future – and that we needed a lot of stuff to be happy (this actually happened) . Over the ensuing decades we ended up giving up a lot of our humanity, values and dreams for stuff.

(such a wierd trade-off in retrospect but that’s another story).  In any event, this enthusiastic consumerism turned those dastardly dreams of post WW2 mass production (and profit) into reality.  in record time we built the modern global economy. if we did that then we also have the power to create something better now.

we dreamed it. we designed it. we we created it. we studied it. we worked for it. we made it. we bought it. we served it.  50-75% of the economy in most countries is made up of private consumption (OECD)

in return, the profit at all costs model undermined our good human skills, basic fairness, the earth, humanity, justice, kindness, and the idea that all life had the same right to life. inequality and peaceful society are not friends.

evolution is upon us. because without us, this upward sucking, money munching machine can’t exist.

refuse. resist. rebut. reclaim.

it’s time to be clever cats.  we need to get educated.  expose the opportunities for improvement. and then employ our good human skills to cooperate. collaborate. and transform this behemoth into something better.

every tiny act matters

They are the very first steps towards taking back our power and, with the help of the earth herself as a guide, redeploying it in a way that is fair, sustainable, and inclusive – one tiny act at a time.

All ideas, contributions, and voices needed. The machine pitted us against each other. Now, it’s HOW we move beyond those behaviours and find new ways forward that matters.





this is an evolution. here’s some data to kick-start yours:

the top 1% of the world population owns 46% of the world’s total wealth.

the top 12% own 85% of the world’s total wealth.

(Credit Suisse, Global Wealth Databook, 2021)

80% of the world lives on less than $10 per day.  50% live on less than $6.85 per day.
(World Bank, Credit Suisse)

14.4 million people including 29% of all children in the UK live in poverty.

(Joseph Rowntree Foundation; the Big Issue; Child Poverty Action Group 2022)

37.9 million people including 15% of all children in the US live in poverty.

(US government Census 2021)

Meanwhile the financial sector now accounts for 25% of the total world economy.  Between 1970 and 2022 it grew from $1.9 billion to over $767 billion. (World Bank)







People who make our Adidas and Nike shoes are paid approximately $3.90 a day.

The average UK worker is paid $150 a day.

An average CEO is paid $2307 per day.

A FTSE 100 CEO is paid $28,873 per day.

(Economic Policy Institute; Fortune; Office of National Statistics, NEW analysis)
in the US between 1980 and 2012 real annual wages of the top 1% grew by 138% while wages of the bottom 90% grew by 9%

(Economic Policy Institute)






Almost 30% of the world is either under or unemployed.
(Gallup, World Bank)

16% of all youth in the world and 15% of all youth in the EU are unemployed including 15% of the UK, 28% of Spain and 21% of Italy.

Over 26% of young people in the Middle East, and 20% in South Asia are also unemployed.

(Eurostat, Trading Economics, EU)

Over 40% of Americans feel stressed, irritable, depressed, sad, or constantly worrying.  Their biggest concerns are work and money.
(American Psychological Association, Auburn University)

On average Americans make over $60,000 per year compared with $3650 for 80% of the world.

Singaporeans on average make $93,900 per year putting them in 7th place worldwide. (PPP adjusted). (World Factbook)

Singapore has the highest depression rate in Asia.
(World Health Organisation)




The profit motive, when it is the sole basis of an economic system, encourages a cutthroat ambition and selfish ambition, that inspires men to be more concerned about making money than making a life.

Dr. Martin Luther King Jr. – American pastor and civil rights activist