Introduction

Globalization evokes fear in the masses of people and courage in a minority of entrepreneurial innovators. The human problem lies not so much in knowing what the trends are that constitute globalization, but in individual and collective adaptation to them on a daily basis. Green logic is the logic of long-term, risk-reducing environmentalism. Green-green thinking and ecopreneurship on a widespread level will require transforming existing cultural patterns. Conservative psychological reactions or ‘maintenance’ modes are understandable from a viewpoint of human coping. But these collective responses need to be redirected for the sake of entrepreneurial innovation, job creation and environmental sustainability. And one must break things down into smaller pieces: global trends; obstacles that block adaptation to these trends; and changes to help people adapt in a sustainable way. Globalization is concerned with competitive pressure for short-term adaptation: the managers of instant financial and information flows rally the masses to change instantly in order to maximize short-term returns.