towards an attractive sustainable future
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8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 1/28
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 2/28
Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj 2
Iltrgonv § 244> b M`alb Or`kfgk( vnj B`hvgi Zkgujrygv Trlor`ccj Yjirjv`rg`v`kf vnj ilkejrjkij t`rvgigt`kvy
Tzbhgynjf b vnj B`hvgi Zkgujrygv Trlor`ccjgk Ztty`h`( Fjijcbjr 244>+244>
Y}i}jigk
Ztty`h` Ijkvrj elr Yzyv`gk`bhj Fjujhltcjkv
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 3/28
2 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
Vnj B`hvgi Zkgujrygv Trlor`ccj n`y klw elr 04 j`ry njhf `k `kkz`h ytrgko Yvzfjkvy
Ilkejrjkij+ @ttrl~gc`vjh 54’>4 yvzfjkvy erlc vnj 06 ilzkvrgjy gk vnj BZT kjv#
wlra n`uj bjjk ogujk ` th`velrc vl cjjv `kf illtjr`vj lk gyyzjy ilkkjivjf vl yzyv`g#
k`bhj fjujhltcjkv+ Vnj ilkejrjkij vnjcjy n`uj u`rgjf vl ylcj j~vjkv bzv vnj ol`h
n`y bjjk vl gkirj`yj vnj yvzfjkvy‗ aklwhjfoj( irj`vj ` ilcclk zkfjryv`kfgko le yzy#
v`gk`bhj fjujhltcjkv gk vnj B`hvgi Yj` rjoglk `y wjhh `y vl trlclvj ilkv`ivy( gkvjrk`#
vglk`h zkfjryv`kfgko `kf fjclir`i fjujhltcjkv+ Vngy gy klv vnj egryv vgcj vn`v wj
n`uj ihgc`vj in`koj `y vnj vnjcj( `y gv w`y gk elizy `hrj`f gk @trgh 244?+
Elr vnj egryv vgcj jujr( vnj BZT fjigfjf vl `rr`koj vwl Yvzfjkvy Ilkejrjkijy vnj y`#
cj j`r+ Vngy fjigyglk w`y b`yjf lk vnj ejjhgko vn`v vnj kjvwlra wlzhf orj`vh bjkjegv
erlc yzin `k `ivgugv `kf fzj vl vnj e`iv vn`v vnj gyyzj le ihgc`vj in`koj gy ` c`mlr
in`hhjkoj elr yligjvgjy wlrhfwgfj `kf gy vnrj`vjkgko hgujhgnllfy( ellf yjizrgv `kf bg#
lfgujrygv+ Vnj kjolvg`vglky `rj lkolgko rjo`rfgko vnj rjth`ijcjkv le vnj Alvl `orj#
jcjkv+ Lkj cghjyvlkj cjjvgko vlla th`ij gk Tl}k`k( Tlh`kf 0’02 Fjijcbjr vngy
j`r `kf vnj kjw er`cjwlra wghh bj egk`hg}jf gk Iltjkn`ojk gk Fjijcbjr 2447+ Yvz#
fjkvy `rj lzr ezvzrj( `y vnj wghh bj gcthjcjkvgko vnjyj in`kojy `kf `hyl wghh bj `e#
ejivjf b vnj fjigyglky vn`v `rj v`ajk vlf`+ Yvzfjkvy `rj vnjrjelrj `rj aj tjrylky elr
vnj vr`kygvglk `kf fjujhltcjkv le lzr rjoglk gk ` yzyv`gk`bhj c`kkjr+ @k gctlrv`kv`kf fjigyguj e`ivlr gk vngy fjigyglk w`y vn`v vnj C`rgvgcj Zkgujrygv le Y}i}jigk leej#
rjf vl yzttlrv `kf nlyv vngy ilkejrjkij( wngin wj w`rch vn`ka vnjc elr+
Ihgc`vj in`koj gy vl ` h`roj j~vjkv fjtjkf`kv lk vn`v wj v`aj rjytlkygbghgv elr `kf `
ilccgvcjkv vl gcthjcjkv cj`yzrjy `kf in`kojy gk lzr hgejyvhj vl fr`yvgi`hh rjfzij
vnj jcgyyglky le orjjknlzyj o`yjy gk lrfjr vl `ulgf i`v`yvrltngi ihgc`vj in`koj+ Vngy
gy kjijyy`r vl irj`vj ` yzyv`gk`bhj ezvzrj elr lzr th`kjv+ Vnjrjelrj gv gy le orj`v gctlr#
v`kij vl gkulhuj vnj yvzfjkvy le vnj B`hvgi Yj` rjoglk gk vnj b`vvhj `o`gkyv ihgc`vj
in`koj+ G w`y gctrjyyjf b vnj ilccgvcjkv `kf gkvjrjyv ynlwk b vnj yvzfjkvy vn`v
t`rvgigt`vjf gk vngy Yvzfjkv Ilkejrjkij `kf hlla elrw`rf vl ezvzrj illtjr`vglk wgvn
vnjc `kf vl yjj vnj rjyzhvy le vnjgr ilccgvcjkv+
_j th`k vl n`uj ` yjrgjy le Yvzfjkv Ilkejrjkijy lk vnj vnjcj Ihgc`vj in`koj vn`v
wghh hj`f zt vl vnj Iltjkn`ojk kjolvg`vglky gk 2447+
Inrgyvgkj M`albyylk
Fgrjivlr
Vnj B`hvgi Zkgujrygv Trlor`ccj
Elrjwlrf
Yvzfjkvy `rj aj tjrylkyelr vnj vr`kygvglk `kffjujhltcjkv le lzr
rjoglk gk ` yzyv`gk`bhjc`kkjr+
8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj 9
Vngy rjtlrv gy vnj ulgij le vnj yvzfjkvy erlc vnjB`hvgi Yj` Rjoglk `kf wj vn`ka vnj B`hvgi Zkgujrygv Trlor`ccj elr vnjgr hlko#yv`kfgko vrzyv `kfbjhgje gk yvzfjkvy v`agko`k `ivguj rlhj gk vnjgr
jfzi`vglk `y wjhh `yigvg}jky
Vngy rjtlrv gy vnj ulgij le vnj yvzfjkvy erlc vnj B`hvgi Yj` Rjoglk `kf wj vn`ka vnj
B`hvgi Zkgujrygv Trlor`ccj elr vnjgr hlko#yv`kfgko vrzyv `kf bjhgje gk yvzfjkvy v`#
agko `k `ivguj rlhj gk vnjgr jfzi`vglk `y wjhh `y igvg}jky+ Bzv wj ilzhfk‗v n`uj flkj gv
`hlkj+ Egryv le `hh( lzr vn`kay ol vl( vnj C`rgvgcj Zkgujrygv le Y}i}jigk elr ojkjrlzyh
nlyvgko zy fzrgko lzr ilkejrjkij+ _j wjrj `hyl hzia vl n`uj wgvn zy ` orj`v vj`c le
j~tjrvy erlc fgeejrjkv ilzkvrgjy `kf fgyigthgkjy( vn`v ilkvrgbzvjf vl lzr trlijyy
vnrlzonlzv vnj ilkejrjkij+ Lzr w`rcjyv vn`kay vl Fr+ @kfr}jm Ygjc`y}al erlc vnj
Gkyvgvzvj le Ezkf`cjkv`h Vjinklhlogi`h Rjyj`rin( Tlhgyn @i`fjc le Yigjkijy1 vl Trle+
Bjrkf Fjh`alwgv} erlc vnj Zkgujrygv le ]gvv`z gk Ojrc`k1 vl Gju` Brzkjkgjij erlcvnj Cgkgyvr le vnj Jkugrlkcjkv le vnj Rjtzbhgi le H`vug`1 `kf vl Yv`ee`k Vghh`kfjr(
Ihgc`vj @cb`yy`flr `v vnj Ywjfgyn Cgkgyvr le Jkugrlkcjkv( wnl zkelrvzk`vjh
ilzhfk‗v bj wgvn zy fzrgko vnj ilkejrjkij fzj vl vjinkgi`h trlbhjcy lk lzr ygfj bzv
ilkvrgbzvjf ojkjrlzyh fzrgko vnj th`kkgko trlijyy+
_j `hyl vn`ka Y`r` @kfjryylk `kf vnj Ijkvrj elr Jkugrlkcjkv `kf Fjujhltcjkv
Yvzfgjy `v IYF Ztty`h`( Ztty`h` Zkgujrygv `kf Ywjfgyn Zkgujrygv elr @orgizhvzr`h
Yigjkijy elr il#`rr`kogko vngy ilkejrjkij `kf ojkjrlzyh ilkvrgbzvgko wgvn vnjgr j~tj#
rgjkij gk jfzi`vglk elr yzyv`gk`bhj fjujhltcjkv( t`rvgigt`vlr wlraynlty `kf trlmjiv
c`k`ojcjkv+
_j wgyn vl vn`ka Inrgyvgkj M`albyylk `kf C`rg` _gkahjr `v vnj yjirjv`rg`v le vnj B`h#
vgi Zkgujrygv Trlor`ccj( elr vnjgr j~tjrgjkij( ltvgcgyc `kf bjhgje gk vngy trlmjiv+
Inrgyvgkj M`albyylk `kf Y`r` @kfjryylk ilkvrgbzvjf wgvn gkygonvezh ilccjkvy lk vnj
fr`ev le vngy rjtlrv+
M`alb Or`kfgk
Yvzfjkvy‗ rjtrjyjkv`vguj vl vnj bl`rf le vnj B`hvgi Zkgujrygv Trlor`ccj
`kf ilzryj illrfgk`vlr `v Ijczy( IYF Ztty`h`
@iaklwhjfojcjkvy
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 5/28
6 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
Elrjwlrf 2
@iaklwhjfojcjkvy 9
J~jizvguj yzcc`r 5
Gkvrlfzivglk # Yjvvgko vnj ilkvj~v >
Bzghfgko bhliay elr vnj ezvzrj 06
Jfzi`vglk 05
Gkklu`vglk kf gkujyvcjkvy 0>
Igvgjy 24
Hgejyvhj 22
Igvg}jkyngt 26
Rjejrjkijy 25
Ilkvjkvy
8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj :
Wjy( wj i`k!244>
Y}i}jigk
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 7/28
5 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
Vnj vnrj`v le ihgc`vj in`koj n`y
brlzonv ohlb`h `vvjkvglk vl vnj e`iv vn`v
nzc`k `ivgugvgjy `rj `hvjrgko lzr jk#
ugrlkcjkv gk i`v`yvrltngi `kf grrjujrygb#
hj w`y+ Yvghh( jcgyyglky le orjjknlzyj
o`yjy ilkvgkzj vl rgyj `v `k `iijhjr`vgko
r`vj `kf ohlb`h jcgyyglky `rj wlryj vn`k
jujk vnj wlryv#i`yj yijk`rgly+ Clrjlujr(rjijkv yigjkij yzoojyvy vn`v vnj izrrjkv
tlhgvgi`h v`rojv le ` 6:4 ttc orjjknlzyj
o`y ilkijkvr`vglk gy zkrj`hgyvgi ge vl `ul#
gf vrgoojrgko yjhe#rjgkelrigko ejjfb`ia
trlijyyjy vn`v wghh hj`f vl rzk`w` w`r#
cgko le vnj th`kjv+ @ v`rojv le 9:4 ttc
gy rjo`rfjf `y clrj rj`hgyvgi ge wj w`kv vl
c`gkv`gk iijtv`bhj hgugko ilkfgvglky+
Ihgc`vj in`koj gy klv lkh ` ezvzrj
rgya `kf trlbhjc+ Tjlthj `rlzkf vnj
wlrhf `rj `hrj`f yzeejrgko vnj gct`ivyerlc ihgc`vj in`koj `kf vnj tllr( wnl
n`uj ilkvrgbzvjf vnj hj`yv vl ihgc`vj
in`koj( `rj ngv vnj n`rfjyv+ Ihgc`vj
in`koj gy `hyl ` ojkjr`vglk`h gyyzj+ Vnj
lzko ojkjr`vglk le vlf`( `kf vnj ojkj#
r`vglky vl ilcj( wghh t` vnj ngonjyv
ilyvy ge wj e`gh vl rjytlkf trltjrh+
Jpz`hh `h`rcgko gy vnj yv`vj le lzr
th`kjv‗y hgej#yzttlrvgko jilyyvjcy `kf
wj `rj tzyngko c`k le vnjyj yyvjcy
bjlkf vnjgr hgcgvy+ Vwl vngrfy le ohlb`h
hgej#yzttlrv yyvjcy `rj bjgko zyjf `bl#
uj vnjgr i`t`igv `kf 54* le jilyyvjc
yjrugijy ohlb`hh n`uj bjjk fjor`fjf+
_nghj nzc`kgv `y ` wnlhj fr`yvgi`hh
kjjfy vl hlwjr gvy ilkyzctvglk le k`vz#
r`h rjylzrijy( bghhglky le tjlthj hguj gk
yjujrj tlujrv `kf fjytjr`vjh kjjf vlgkirj`yj vnjgr rjylzrij ilkyzctvglk+
Elr vnj t`yv 0:4 j`ry( il`h( lgh `kf
k`vzr`h o`y n`y tlwjrjf lzr fjujhlt#
cjkv+ Vl cluj vlw`rfy yzyv`gk`bghgv wj
kjjf fjjt `kf yvrzivzr`h in`kojy gk nlw
lzr yligjvgjy irj`vj wj`hvn+ T`yv `kf izr#
rjkv fjujhltcjkv clfjhy n`uj ojkjr`vjf
nzc`k wjhe`rj `v vnj j~tjkyj le k`vzr`h
yyvjcy+ Vngy kjjfy vl in`koj ge wj w`kv
vl yzyv`gk nzc`k trlorjyy+
Vlw`rfy `k `vvr`ivguj(yzyv`gk`bhj `kf e`gr ezvzrj
Gv gy tlyygbhj vl vzrk vnj vrjkfy le yvr`g#
kjf jilyyvjcy( ohlb`h w`rcgko `kf
tlujrv `kf vl cluj vlw`rfy ` ezvzrj
vn`v gy `vvr`ivguj( yzyv`gk`bhj `kf e`gr+ Gv
i`hhy elr `k gkvjrrjh`vjf jeelrv wnjrj trl#
orjyy gy c`fj lk `hh erlkvy `v lkij+ C`k
J~jizvguj yzcc`r
T`yv `kf izrrjkvfjujhltcjkv clfjhy
n`uj ojkjr`vjf nzc`kwjhe`rj `v vnj j~tjkyj le
k`vzr`h yyvjcy+ Vngykjjfy vl in`koj ge wj
w`kv vl yzyv`gk nzc`ktrlorjyy+
_n`v wj fl vlf` `blzv ihgc`vj in`koj( yvr`gkjf jilyyvjcy `kf ohlb`htlujrv wghh yn`tj vnj ujr elzkf`vglky le hgej lk vngy th`kjv elr ojkjr`#vglky vl ilcj+ _j i`k yvghh rj`in ` ezvzrj vn`v gy `vvr`ivguj( yzyv`gk`bhj
`kf e`gr( bzv lzr wgkflw le lttlrvzkgv gy ihlygko e`yv+ Vngy rjtlrv yvrjy#yjy vnj fjegkgko gctlrv`kij le ihgc`vj in`koj( `kf zrojy lzr hj`fjry il#cj zt wgvn ` trlctv `kf yigjkvgegi`hh b`yjf `ivglk th`k vl cgvgo`vj
ihgc`vj in`koj `kf irj`vj ilkfgvglky elr `k `vvr`ivguj `kf e`gr fjujhlt#
cjkv vn`v jkyzrjy nzc`k wjhhbjgko elr ezvzrj ojkjr`vglky+
8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj ?
le vnj tgjijy elr bzghfgko vngy ezvzrj `rj
`hrj`f njrj( wnghj lvnjry kjjf vl bj
yvgczh`vjf b trl`ivguj `kf v`rojvjf
jeelrvy le rjyj`rin( jfzi`vglk `kf c`rajvygok`hy+ Aj `rj`y vn`v i`k ilkvrgbzvj vl
` yzyv`gk`bhj ezvzrj `rj jfzi`vglk( gkkl#
u`vglk `kf gkujyvcjkvy( igvgjy `kf zrb`k
th`kkgko( hgejyvhj `kf vnj rlhj le igvg#
}jkyngt+
Vnj vr`kygvglk vl ` yzyv`gk`bhj ezvzrj
wghh klv n`ttjk ytlkv`kjlzyh+ Vnj cj#
jvgkoy gk Tl}k`k `kf Iltjkn`ojk wghh
yjv vnj er`cjwlra elr nlw nzc`kgv
wghh cjjv vnj in`hhjkoj le ihgc`vj
in`koj+ @y cjcbjry le vnj zt#`kf#il#
cgko ojkjr`vglk le vnj B`hvgi Yj` Rjoglk
wj yjj c`k lttlrvzkgvgjy elr `ivglk
`kf rjilccjkf vnj elhhlwgko=
Ilcj vl trlctv `orjjcjkv lk `k
`ivglk th`k vl fjirj`yj jcgyyglky vn`v
rjfljivy vnj h`vjyv yigjkij `kf jkyzrjy
`k jpzgv`bhj ohlb`h fjujhltcjkv
_nghj hj`fjry n`uj v`ajk vnj egryv yvjt le
`iaklwhjfogko vnj trlbhjc( vnj klw
fjytjr`vjh kjjf vl cluj lk vl ilkirjvj
`ivglky gk vnj tlyv#Alvl trlijyy vl yjv `
tlhgvgi`h er`cjwlra vn`v fjhgujry fjirj`#
yjf orjjknlzyj o`y jcgyyglky+ Vngy er`#
cjwlra kjjfy vl bj yigjkvgegi`hh b`yjf(
wngin izrrjkvh cj`k olgko b`ia vl `
orjjknlzyj o`y ilkijkvr`vglk gk vnj `v#
clytnjrj le 9:4 ¤ ttc .r`vnjr vn`k
6:4 ¤ ttc' gk lrfjr vl `ulgf rzk`w`
ohlb`h w`rcgko+ Gv `hyl kjjfy vl bj e`gr
gk vnj yjkyj vn`v gv ogujy rllc elr tllrilzkvrgjy vl gkirj`yj vnjgr rjylzrij zyj
gk lrfjr vl egonv tlujrv+ Rgin ilzkvrgjy
n`uj ilkvrgbzvjf vnj clyv vl ihgc`vj
in`koj `kf `hyl kjjf vl v`aj vnj hj`fgko
rlhj gk egonvgko gv+ Vngy cj`ky ygokgegi`kv
rjfzivglky le jcgyyglky `v nlcj `y wjhh
`y yzbyv`kvg`h leeyjvy `brl`f+ @ ollf `kf
ihj`r er`cjwlra wghh yvgczh`vj gkklu`#
vglk( irj`vj mlby `kf c`aj vnj w` elr
`k `vvr`ivguj ezvzrj elr jujrlkj+
Gcthjcjkv yzyv`gk`bhj fjujhltcjkv
gk jfzi`vglk `v `hh hjujhy
Jfzi`vglk `v `hh hjujhy( erlc trj#yinllh
vl zkgujrygvgjy kjjf vl wlra wgvn jfzi`#vglk elr yzyv`gk`bhj fjujhltcjkv( trlug#
fgko vnj kjijyy`r er`cjwlra( vllhy `kf
clfjhy vn`v `rj kjjfjf vl zkfjryv`kf
`kf wlra wgvn vnj fjegkgko in`hhjkojy le
lzr vgcj+ Vngy tzvy jctn`ygy lk irgvgi`h
vngkagko( yyvjcy `k`hygy `kf vr`kyfg#
yigthgk`r illtjr`vglk+
Fgrjiv gkujyvcjkv fllwy vl trlclvj
gkklu`vglk gk yzyv`gk`bhj vjinklhlogjy
C`rajvy wghh hgajh klv rj`iv pzgiah jklzon vl yvgczh`vj vnj w`uj le gkklu`#
vglk vn`v gy kjjfjf+ Gkujyvlry `kf ol#
ujrkcjkvy kjjf vl v`aj ` trl`ivguj `t#
trl`in vl ozgfj fjujhltcjkv vlw`rfy
vnj hlw#i`rblk ylhzvglky vn`v wghh tlwjr
lzr ezvzrj `kf `w` erlc i`rblk gkvjk#
yguj gkfzyvrgjy+ Gkujyvcjkv ehlwy `kf
jilklcgi gkyvrzcjkvy yzin `y v`~jy `kf
yzbygfgjy th` gctlrv`kv rlhjy gk vngy+
Bzghf igvgjy elr ` brgonv orjjk ezvzrj
_j hguj lk `k zrb`k th`kjv `kf nlw wj
th`k lzr igvgjy wghh yn`tj lzr ezvzrj+ Ig#
vgjy kjjf jeejivguj tzbhgi vr`kytlrv`vglk
yyvjcy( trltjr w`yvj rjiihgko `kf
gkirj`yjf jkjro jeegigjki le bzghfgkoy+
Gkulhuj tjlthj `y igvg}jky `kf
jctlwjr ilkyzcjry
Hj`fjry n`uj ` hlv vl o`gk b gkulhugko
igvg}jky gk vnj fjigyglk c`agko trlijyy+Gkyvrzcjkvy yzin `y v`~jy `y wjhh `y trl#
tjr h`bjhgko le trlfzivy jctlwjr ilk#
yzcjry vl c`aj gkelrcjf inlgijy+
@y cjcbjry le vnj zt#`kf#ilcgko ojkjr`vglk le vnj B`hvgi Yj` Rjoglk wj
yjj c`k lttlrvzkgvgjyelr `ivglk vlw`rfy `k`vvr`ivguj( yzyv`gk`bhj kfe`gr ezvzrj+
@blzv vnj ilkejrjkij x Gk Klujcbjr 244>( ilkijrkjf yvzfjkvyerlc vnj wnlhj B`hvgi Yj` Rjoglk cjv vl v`aj lk vnj fjffkgko in`h#hjkojy le lzr vgcj+ Vnj ilkejrjkij w`y nlyvjf `kf ilffk`kijf b vnj C`rgvgcj @i`fjc le Y}i}jigk( ilffk`kijf b vnj Ywjfgyn Gkyvg# vzvj `kf w`y vnj ffryv gk ` yjrgjy le ilkejrjkijy `rr`kojf b vnj
B`hvgi Zkgujrygv Trlor`ccj ’ gk ilhh`blr`vglk wgvn Ijczy `v IYF
Ztty`h`( Ztty`h` Zkgujrygv ’ vn`v `rj hj`fgko zt vl vnj ihgc`vjkjolvg`vglky gk Iltjkn`ojk gk 2447+
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 9/28
> Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
Elr vnj t`yv 0:4 j`ry( elyygh ezjhy n`uj
tlwjrjf lzr fjujhltcjkv `kf ojkjr`vjf
lzr wjhe`rj+ Vl cluj vlw`rfy yzyv`gk`bg#
hgv wj kjjf fjjt `kf yvrzivzr`h in`kojy
gk nlw lzr yligjvgjy ojkjr`vj wjhe`rj+
Lzr rl`f vlw`rfy `k `vvr`ivguj( yzyv`g#
k`bhj `kf e`gr ezvzrj yv`rvy wgvn ` ugyglk+
C`k le vnj tgjijy elr bzghfgko vngy ez#vzrj `rj `hrj`f `hh `rlzkf zy( wnghj lv#
njry kjjf vl bj yvgczh`vjf b trl`ivguj
`kf v`rojvjf jeelrvy le rjyj`rin( jfzi`#
vglk `kf c`rajv ygok`hy+ Vngy gy vnj ulgij
le vnj zt#`kf#ilcgko ojkjr`vglk le vnj
B`hvgi Yj` Rjoglk+ Vnj cjyy`oj gy ihj`r=
wj fjc`kf yvrlko `kf ilkijrvjf `ivglk
lk vnj in`hhjkojy le ihgc`vj in`koj(
yvr`gkjf jilyyvjcy `kf ohlb`h tlujrv
erlc lzr hj`fjry ’ `kf wj‗rj vnjrj vl
njht+
Vnj vnrj`v le ihgc`vj in`koj n`y
brlzonv ohlb`h `vvjkvglk vl vnj e`iv vn`v
nzc`k `ivgugvgjy `rj `hvjrgko lzr jk#
ugrlkcjkv gk i`v`yvrltngi `kf grrjujrygb#
hj w`y+ Jpz`hh `h`rcgko gy vnj yv`vj le
lzr th`kjv‗y hgej#yzttlrvgko jilyyvjcy=
rjylzrijy `rj bjgko fjthjvjf `kf ytjigjy
`rj olgko j~vgkiv `hh `rlzkf zy+ Vngy
n`ttjky `v ` vgcj wnjk bghhglky le tjlt#
hj `rj gk yjujrj lujrv `kf fjy jr vjh
kjjf vl gkirj`yj vnjgr rjylzrij ilkyzct#
vglk+
Vngy in`tvjr yv`rvy b `ffrjyygko vnj
vnrjj gkvjrilkkjivjf gyyzjy le ihgc`vj
in`koj( yvr`gkjf jilyyvjcy `kf ohlb`h
tlujrv( wngin `rj vnj fjegkgko in`hhjko#
jy le lzr ojkjr`vglk+ Lzr rjytlkyj vl
vnjyj in`hhjkojy wghh orj`vh yn`tj lzrezvzrj tlyygbghgvgjy le ojkjr`vgko wjhhbj#
gko+ Vnj in`tvjr vnjk hllay gkvl vnj B`h#
vgi Yj` Rjoglk `kf vnj ytjig`h rlhj gv
th`y gk cjjvgko vnjyj in`hhjkojy+
Ihgc`vj in`koj gy ` clr`h`kf ojkjr`vglk`h gyyzj
Vl vngka vn`v ihgc`vj in`koj gy lkh vl
bj yjjk `y ` ezvzrj rgya lr trlbhjc gy
ygcth wrlko+ Tjlthj `rlzkf vnj wlrhf
`rj `hrj`f yzeejrgko vnj gct`ivy erlc
ihgc`vj in`koj ’ trlhlkojf nj`v w`ujy(
zktrjfgiv`bhj wj`vnjr ilkfgvglky `kf
cjhvgko oh`igjry `rj `eejivgko ellf yjizrg#
v `kf hgujhgnllfy elr cghhglky le tjlthj+
Vnj tllr( wnl n`uj ilkvrgbzvjf vnj
hj`yv vl ihgc`vj in`koj( `rj ngv vnj n`r#
fjyv+
Gkvrlfzivglk x Yjvvgko vnj ilkvj~v
_j i`k yvghh rj`in `ezvzrj vn`v gy `vvr`ivguj(yzyv`gk`bhj `kf e`gr( bzv
lzr wgkflw le lttlrvzkgv gy ihlygko e`yv+
_n`v wj fl vlf` `blzv ihgc`vj in`koj( yvr`gkjf jilyyvjcy `kf ohlb`htlujrv wghh yn`tj vnj ujr elzkf`vglky le hgej lk vngy th`kjv elr ojkjr`#vglky vl ilcj+ _j i`k yvghh rj`in ` ezvzrj vn`v gy `vvr`ivguj( yzyv`gk`bhj
`kf e`gr( bzv lzr wgkflw le lttlrvzkgv gy ihlygko e`yv+ _j n`uj kl clrjvn`k vjk j`ry( trlb`bh czin hjyy vgcj vn`k vn`v( vl in`koj lzr fgrji#vglk( fjirj`yj jcgyyglky le i`rblk fgl~gfj( hlwjr lzr gct`iv lk hgej#yzt#
tlrvgko jilyyvjcy `kf cluj vlw`rfy ` yzyv`gk`bhj ezvzrj+ Jujr clkvn
ilzkvy+
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 10/28
Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj 7
Ihgc`vj in`koj gy `hyl ujr czin `
ojkjr`vglk`h gyyzj+ Vnj lzko ojkjr`vglk
le vlf`( `y wjhh `y ojkjr`vglky vl ilcj(
wghh n`uj vl t` vnj ngonjyv ilyvy le ihg#c`vj in`koj( fjthjvjf k`vzr`h rjylzrijy
`kf ilhh`tygko jilyyvjcy+ Vnj fjigyglky
vn`v wlrhf hj`fjry v`aj vlf` `rj le orj`v
gctlrv`kij elr vnlyj `hrj`f `eejivjf b
jkugrlkcjkv`h fjor`f`vglk bzv vnj wghh
`hyl yn`tj lzr ilkfgvglky elr irj`vgko `k
`vvr`ivguj ezvzrj elr lzryjhujy `kf elr lzr
inghfrjk+
Vnj cjjvgkoy gk Tl}k`k `kf Iltjk#
n`ojk wghh yjv vnj er`cjwlra elr nlw
nzc`kgv wghh cjjv vnj in`hhjkoj le ihg#
c`vj in`koj+ Ge vnj gkvjrk`vglk`h ilc#
czkgv e`ghy vl illtjr`vj `kf ilcj vl
`k `orjjcjkv( gv gy vnj lzko ojkjr`vglk
vn`v wghh n`uj vl t` elr vnjgr cgyv`ajy
`kf ynlrv#vjrc vr`fj leey+ Vngy rjtlrv
vnjrjelrj yvrjyyjy vnj fjegkgko gctlr#
v`kij le ihgc`vj in`koj( `kf zroj lzr
hj`fjry ilcj zt wgvn ` trlctv `kf yig#
jkvgegi`hh b`yjf `ivglk th`k vl blvn cg#
vgo`vj ihgc`vj in`koj `kf irj`vj ilkfg#vglky elr `vvr`ivguj fjujhltcjkv `kf
nzc`k wjhhbjgko gk vnj ezvzrj+ Vngy i`k
bj flkj+ _j ’ vnj yvzfjkvy le vnj B`hvgi
Yj` Rjoglk ’ n`uj c`k irj`vguj gfj`y
`kf `rj trjt`rjf vl t`rvgigt`vj gk vnj
trlijyy wnjk yligjv zyjy `hh `u`gh`bhj
cj`ky vl yvjjr vlw`rfy ` yzyv`gk`bhj(
`vvr`ivguj `kf e`gr ezvzrj+
Ihgc`vj in`koj= vnj kjjf vlcluj erlc ulgigko ilkijrk vlgccjfg`vj `ivglk
@kvnrltlojkgi ihgc`vj in`koj( c`gkh
fzj vl vnj bzrkgko le elyygh ezjhy elr
jkjro( vnrj`vjky vl grrjujrygbh in`koj
ilkfgvglky elr hgej lk vngy th`kjv+ Vnjrj
n`y bjjk ` hlv le yigjkvgegi `y wjhh `y tlhg#
vgi`h trlorjyy lk vngy gyyzj fzrgko vnj h`yv
ejw j`ry+ Vnj wlra le vnj Gkvjrolujrk#
cjkv`h T`kjh lk Ihgc`vj In`koj
.GTII'( `y wjhh `y vnj rjugjw b Ygr Kg#
ilh`y Yvjrk lk vnj jilklcgiy le ihgc`vj
in`koj n`y tzv ihgc`vj in`koj lk vnj
ohlb`h `ojkf`+ Olujrkcjkvy wlrhfwgfj
`rj klw `iijtvgko vnj rj`hgv `kf yjujrg#
v le vnj trlbhjc+ Gk 244?( @h Olrj `kf
vnj GTII wjrj `w`rfjf vnj Klbjh Tj`ij
Trg}j elr vnjgr jeelrvy vl bzghf zt `kfytrj`f aklwhjfoj blzv ihgc`vj in`koj+
Nlwjujr( vngy ngon ohlb`h `w`rjkjyy
n`y klv hjf vl fjirj`yjf jcgyyglky le
orjjknlzyj o`yjy+ Lk vnj ilkvr`r( jcgy#
yglky ilkvgkzj vl rgyj `v `k `iijhjr`vgko
@blzv vnj ilkejrjkijGk Klujcbjr 244>( ilkijrkjf yvzfjkvy erlc 02ilzkvrgjy `kf 92 zkgujrygvgjy gk vnj B`hvgi Yj` Rjoglk
cjv vl v`aj lk vnj fjffkgko in`hhjkojy le lzr vgcj+Vnj ilkejrjkij w`y ilffk`kijf `kf nlyvjf b vnjC`rgvgcj @i`fjc le Y}i}jigk( ilffk`kijf b vnjYwjfgyn Gkyvgvzvj( `kf w`y vnj ffryv gk ` yjrgjy le ilk#ejrjkijy `rr`kojf b vnj B`hvgi Zkgujrygv Trlor`c#cj ’ gk ilhh`blr`vglk wgvn Ijczy `v IYF Ztty`h`(Ztty`h` Zkgujrygv ’ vn`v `rj hj`fgko zt vl vnj ihgc`# vj kjolvg`vglky gk Iltjkn`ojk gk 2447+ Vnj lkolgkogkvjrk`vglk`h ihgc`vj kjolvg`vglky v`aj th`ij gk Tl#}k`k `kf Iltjkn`ojk gk vnj B`hvgi Yj` Rjoglk+ Vngyogujy vnj igvg}jky le vnj rjoglk ` ytjig`h rjytlkygbghgv
vl c`aj yzrj vn`v ohlb`h hj`fjry ilcj vl ` trlctv`kf yigjkvgffi`hh b`yjf `orjjcjkv wngin c`ajy tly#ygbhj `k `vvr`ivguj fjujhltcjkv elr ezvzrj ojkjr`#
vglky+ Vnj fgyizyyglky kf wlraynlty gk Y}i}jigk wj#rj `gcjf vlw`rfy hllagko `v tlyygbghgvgjy `kf elrczh`# vgko ilkirjvj trltly`hy `kf `ivglk th`ky( `y wjhh `yelrcgko gkvjrk`vglk`h trlmjiv orlzty vn`v ajjt vnjtrlijyyjy olgko `evjr vnj ilkejrjkij jkfjf+
Gkelrc`vglk `blzv vnj C`rgvgcj @i`fjc le Y}i}j#igk( vnj Ywjfgyn Gkyvgvzvj( vnj B`hvgi Zkgujrygv Trl#or`ccj `kf Ijczy i`k bj elzkf `v vnjgr rjytjivgujwjbygvjy= www+wyc+y}i}jigk+th1 www+yg+yj1www+b`hvgizkgu+zz+yj1 www+ijczy+zz+yj+
Ge vnj gkvjrk`vglk`hilcczkgv e`ghy vlilltjr`vj `kf ilcj vl
`k `orjjcjkv( gv gy vnjlzko ojkjr`vglk vn`v wghhn`uj vl t` elr vnjgr cgyv`ajy `kf ynlrv#vjrc vr`fj leey+
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 11/28
04 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
r`vj `kf j`r `evjr j`r ohlb`h orjjknlz#
yj o`y jcgyyglky `rj wlryj vn`k jujk vnj
wlryv#i`yj yijk`rgly le vnj GTII+0 Ol#
ujrkcjkvy n`uj v`ajk vnj egryv yvjt= `ia#klwhjfogko vnj trlbhjc+ Klw vnj fj#
ytjr`vjh kjjf vl cluj lk vl ilkirjvj
`ivglky vl yjv ` tlhgvgi`h er`cjwlra vn`v
fjhgujry fjirj`yjf jcgyyglky+ Ulgigko
ilkijrk gy klv jklzon( `kf wj `rj rj#
cgkfjf le vnj wlrfy le C`rvgk Hzvnjr
Agko Mr= ‘Lujr vnj bhj`injf blkjy `kf
mzcbhjf rjygfzjy le kzcjrlzy igughg}`#
vglky `rj wrgvvjk vnj t`vnjvgi wlrfy= Vll
h`vj+–2
Lzr wnlhj yligjv gy y`vzr`vjf gk
elyygh ezjhy+ Elyygh ezjhy `rj jujrwnjrj+
Gk vnj ellf wj j`v `kf gk vnj jhjivrgigv
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lzr `t`rvcjkvy+ Elyygh ezjhy `rj tlwjrgko
lzr vr`kytlrv`vglk yyvjc( zkfjrhgko
lzr tjrylk`h clbghgv `y wjhh `y vr`ky#
tlrvy le ollfy+ Elyygh ezjhy ajjt zy w`rc
vnrlzon vnj lgh( il`h `kf k`vzr`h o`y vn`v
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ylzrijy le il`h( lgh `kf k`vzr`h o`y+9
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wlzhf lkh cj`k ` :4,:4 in`kij le `ul#
gfgko rzk`w` ihgc`vj in`koj+ @iilr#
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8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 00
`f`tvjf( t`hjlihgc`vj jugfjkij `kf lk#
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b K@Y@ yigjkvgyv M`cjy N`kyjk `kf
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ojyvjf b vnj GTII+6
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h`roj rjfzivglky le jcgyyglky gk rgin il#
zkvrgjy wnghj `v vnj y`cj vgcj flgko
c`yyguj vr`kyejry le ihgc`vj kjzvr`h
vjinklhlogjy vl fjujhltgko ilzkvrgjy yl
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jknlzyj Fjujhltcjkv Rgonvy( fjujhltjf
b vnj Yvlianlhc Jkugrlkcjkv`h Gkyvg#
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ylzrij ilkyzctvglk elr vnj tllrjyv
ilzkvrgjy+:
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gi ihgc`vj in`koj ’ vnj bzghfgko bhliay
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in`koj gy vnj gkirj`ygko nzc`k trjyyzrj
lk jilyyvjcy+ _j `rj fjthjvgko lzr egyn
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hzvgko lzr `gr `kf jrlfgko lzr ylghy+ @
rjijkv gkvjrk`vglk`h yvzf( vnj Cghhjkkg#
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gctlrv`kv hgej yzttlrvgko yyvjcy lk
vngy th`kjv+ Vnj ohllc rjyzhv w`y vn`v
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hj rjylzrijy gy vll ngon `kf gy tzyngko
jilyyvjcy bjlkf vnjgr hgcgvy+ Vl yvlt
fjyvrlgko hgej yzttlrvgko jilyyvjcyjrugijy `kf vl yzyv`gk ilkfgvglky elr
`vvr`ivguj nzc`k hgujy gk vnj ezvzrj( wj
kjjf vl fjirj`yj lzr gct`iv lk vnjyj
yyvjcy+ _j hguj gk lujrynllv+ _njk `
yyvjc gy gk lujrynllv vnjrj `rj lkh vwl
tlyygbhj lzvlcjy( jgvnjr ` ilkvrlhhjf
rjvzrk vl ` yv`bhj yyvjc lr ’ ilhh`tyj+
Ylhzvglky vl ihgc`vj in`koj czyv jk`bhj
vnj vr`kygvglk b`ia vl ` yv`bhj yyvjc+>
Tlujrv= Fjih`rgko ` Ohlb`hFjujhltcjkv Jcjrojki
@ffgko vl vnj ilcthj~gv le vnjyj jk#
ugrlkcjkv`h in`hhjkojy( wngin `rj gk
h`roj t`rv fzj vl lujr#j~vr`ivglk le k`vz#
r`h rjylzrijy `kf lujrzyj le k`vzr`h
ygkay( `rj vnj h`roj orlzty le tjlthj hgu#
gko gk tlujrv+ _nghj nzc`kgv `y `
wnlhj fr`yvgi`hh kjjfy vl hlwjr gvy ilk#
_njk ` yyvjc gy gklujrynllv vnjrj `rj lkh vwl tlyygbhj lzvilcjy(
jgvnjr ` ilkvrlhhjf rjvzrk vl ` yv`bhj yyvjc lr ’ ilhh`tyj+
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 13/28
02 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
yzctvglk le k`vzr`h rjylzrijy gk lrfjr vl
c`gkv`gk ihgc`vj yv`bghgv `kf hgej#yzt#
tlrvgko jilyyvjcy( h`roj orlzty le tj#
lthj fjytjr`vjh kjjf `iijyy vl fjujhlt#cjkv `kf vl gkirj`yj vnjgr c`vjrg`h ilk#
yzctvglk gk lrfjr rgyj erlc tlujrv+
Gk e`iv( trlorjyy lk vnj Cghhjkkgzc
Fjujhltcjkv Ol`hy ’ ` yjv le ol`hy fji#
h`rjf b vnj ZK vl jr`fgi`vj elr j~`cthj
j~vrjcj tlujrv( nzkojr `kf trjujkv`bhj
fgyj`yjy ’ gy yl yhlw vn`v wlrhf hj`fjry
fjih`rjf ` ‘fjujhltcjkv jcjrojki– gk
M`kz`r 244>+ Vnj _lrhf B`ka jyvgc`#
vjy vn`v lkj gk elzr .0+6 bghhglk' tjlthj
hguj gk j~vrjcj tlujrv( vn`v vnjrj `rj
yjrglzy ynlrve`hhy gk egonvgko nzkojr `kf
c`hkzvrgvglk( vn`v n`he vnj wlrhf h`iay
b`ygi y`kgv`vglk `kf vn`v clrj vn`k
074+444 inghfrjk zkfjr eguj fgj erlc
fgyj`yj jujr wjja+ C`h`rg`( ` trjujkv`b#
hj fgyj`yj( aghhy lkj inghf jujr 94
yjilkfy+7
Vnj ihlyj ilkkjivglky bjvwjjk nz#
c`k fjujhltcjkv `kf jkugrlkcjkv`h
yzyv`gk`bghgv n`uj h`vjh bjjk yvrjyyjf gkrjtlrvy erlc vnj Zkgvjf K`vglky Fjuj#
hltcjkv Trlor`ccj `kf vnj _lrhf
B`ka+ Vnj _lrhf B`ka/y Ohlb`h Clkg#
vlrgko Rjtlrv lk vnj Cghhjkkgzc Fjuj#
hltcjkv Ol`hy yv`vjy= ‘Ihgc`vj in`koj
`kf hlyy `kf fjor`f`vglk le k`vzr`h rj#
ylzrijy n`uj vnj tlvjkvg`h vl yjujrjh
rjujryj n`rf#j`rkjf fjujhltcjkv o`gky
le vnj t`yv `kf ilkyvr`gk trlytjivy elr
vnj ezvzrj+–04
V`iahgko vnjyj yjrglzy in`hhjkojy( `kfirj`vgko ilkfgvglky elr tllr tjlthj vl
hgev vnjcyjhujy erlc tlujrv( cj`ky `ia#
klwhjfogko vn`v nzc`k wjhe`rj gy fj#
tjkfjkv lk ihgc`vj yv`bghgv `kf nj`hvn
jilyyvjcy+ T`yv `kf izrrjkv fjujhlt#
cjkv clfjhy n`uj levjk ojkjr`vjf nz#
c`k wjhe`rj `v vnj j~tjkyj le k`vzr`h
yyvjcy+ Vngy kjjfy vl in`koj ge wj w`kv
vl yzyv`gk nzc`k trlorjyy+ _j kjjf vl
egkf w`y le gkirj`ygko nzc`k wjhhbjgko
vn`v `v vnj y`cj vgcj c`aj k`vzr`h y#
yvjcy ehlzrgyn+
Vnj B`hvgi Yj` Rjoglk
Vl in`koj vnjyj gkvjrilkkjivjf vrjkfy ’
le ihgc`vj in`koj( yvr`gkjf jilyyvjcy
`kf ohlb`h tlujrv ’ `kf vl cluj lk vl
`k `vvr`ivguj ezvzrj vn`v gy yzyv`gk`bhj
`kf `u`gh`bhj elr jujrlkj gy vnj in`h#
hjkoj le lzr ojkjr`vglk+ Vnj B`hvgi Yj`
Rjoglk n`y ` ytjig`h rlhj vl th` gk vngy
ohlb`h trlijyy+
Egryvh( blvn le vnj vwl c`gk yzc#
cgvy gk vnj gkvjrk`vglk`h trlijyy vlw`rfy
` tlyv#Alvl ihgc`vj rjogcj wghh v`aj
th`ij gk vnj B`hvgi Yj` Rjoglk= gk Tl}k`k
gk Fjijcbjr 244> `kf gk Iltjkn`ojk
gk Fjijcbjr 2447+ Vnj yzccgv gk Il#
tjkn`ojk `hyl v`ajy th`ij wnjk Ywjfjk
in`gry vnj JZ+ Vnj rjyzhvy .lr h`ia le
rjyzhvy' erlc vnjyj vwl yzccgvy wghh
n`uj ` trlelzkf gct`iv lk vnj ujr
elzkf`vglky elr hgej elr ojkjr`vglky vlilcj+ Vnj igvg}jky le vnj B`hvgi Yj` Rj#
oglk n`uj ` ytjig`h rjytlkygbghgv vl c`#
aj yzrj vn`v ohlb`h hj`fjry o`vnjrgko gk
Tl}k`k `kf Iltjkn`ojk ilcj zt wgvn
` er`cjwlra vn`v jkyzrjy ` yv`bhj ihgc`vj
`kf c`ajy tlyygbhj `vvr`ivguj hgujy elr
izrrjkv kf ilcgko ojkjr`vglky+
Vnj ilzkvrgjy le vnj B`hvgi Yj` Rjog#
lk i`k `hyl fr`w lk ` hlko `kf yziijyy#
ezh ngyvlr le illtjr`vglk elr ` bjvvjr
jkugrlkcjkv+ Gk vnj rjoglk( gkyvgvzvglky`kf lro`kg}`vglky yzin `y vnj Njhygkag
Ilccgyyglk( B`hvgi 20( vnj Ilzkigh le
B`hvgi Yj` Yv`vjy `kf( le ilzryj( vnj B`h#
vgi Zkgujrygv Trlor`ccj( n`uj fji`fjy
le j~tjrgjkij gk illtjr`vglk elr yzyv`g#
k`bhj fjujhltcjkv+ Vnj ilzkvrgjy le vnj
B`hvgi Yj` Rjoglk ynlzhf zyj vngy zkgpzj
b`yj le j~tjrgjkij le gkvjrk`vglk`h il#
ltjr`vglk ’ tlygvguj `y wjhh `y hjyy erzgv#
ezh j~tjrgjkijy ’ vl c`aj yzrj vn`v vnj
T`yv `kf izrrjkvfjujhltcjkv clfjhyn`uj levjk ojkjr`vjf
nzc`k wjhe`rj `v vnjj~tjkyj le k`vzr`hyyvjcy+ Vngy kjjfy vlin`koj ge wj w`kv vl
yzyv`gk nzc`k trlorjyy+
8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 09
izrrjkv kjolvg`vglky lk ohlb`h ihgc`vj
tlhgi `rj jeegigjkv `kf yziijyyezh+
Vnj B`hvgi Yj` zkgvjy ` fgujryj orlzt
le ilzkvrgjy( vn`v `hh n`uj vnjgr lwk zkg#pzj in`hhjkojy wnjk trlorjyygko vl hlw#
i`rblk jilklcgjy+ Vnrjj le vnj vjk h`r#
ojyv izczh`vguj jcgvvjry le IL2 gk vnj
wlrhf `rj ilzkvrgjy gk vnj B`hvgi Yj` Rj#
oglk( `kf czin le vnj jkjro gk#
er`yvrzivzrj fjtjkfy lk elyygh ezjhy+ Rzy#
yg`‗y jilklc gy nj`ugh b`yjf lk j~tlrvy
le elyygh ezjhy+ Tlh`kf n`y lkj le vnj h`r#
ojyv il`h rjyjrujy gk vnj wlrhf( `kf `h#
clyv `hh le gvy jhjivrgigv gy trlfzijf
erlc vngy rjylzrij+
Gk Ywjfjk( ojkjr`vgko wjhe`rj gy
ilkkjivjf vl ngon hjujhy le jkjro zyj
`kf rjylzrij ilkyzctvglk+ Czin le vnj
rjylzrij ellvtrgkv gy erlc gctlrvy le
ilkyzcjr ollfy erlc lvnjr ilzkvrgjy(
yzin `y Ingk`( `kf wnjk vnjyj `rj v`ajk
gkvl `iilzkv Ywjfjk/y IL2 jcgyyglky
`rj gk vnj lrfjr le 04 vlkkjy tjr
i`tgv`+00
Vnj ilzkvrgjy le vnj B`hvgi Yj` Rjog#lk c` yjjc hliajf gkvl `k zkyzyv`g#
k`bhj fjujhltcjkv t`vn `kf vnj rjoglk(
`y vnj rjyv le vnj wlrhf( ijrv`gkh e`ijy
c`k in`hhjkojy wnjk flgko vnj kjijy#
y`r rjfzivglky le IL2 jcgyyglky `kf
k`vzr`h rjylzrij zyj+ Vnjrj `rj( nlwjujr(
c`k brghhg`kv gkgvg`vgujy vn`v( ogujk
trltjr yvgczh`vglk `kf vnj kjijyy`r
gkyvgvzvglk`h er`cjwlra( wlzhf jk`bhj
vnj ilzkvrgjy le vnj B`hvgi Yj` Rjoglk vl
cluj vlw`rfy ` fjujhltcjkv wnjrj trl#orjyy lk jilhlogi`h gyyzjy oljy n`kf gk
n`kf wgvn gkirj`yjf wjhhbjgko `kf trl#
ytjrgv+
Klvjy
0+ Ytr`v % Yzvvlk( Ihgc`vj Ilfj Rjf .Cjh#blzrkj( 244>'+
2+ Agko( _njrj fl wj ol erlc njrj= in`ly lr ilcczkgv .Bj`ilk Trjyy( 075>'
9+ Njgkbjro( Tj`a Jujrvngko # _`agko Zt vlvnj Ijkvzr le Fjihgkjy .O`brglh` Gyh`kf(244?'
6+ N`kyjk( jv+ `h+( ‘V rojv @vclytnjrgi IL2= _njrj Ynlzhf Nzc`kgv @gc<–( Ltjk @vclytnjrgi Yigjkij Mlzrk`h .ulh+ 2( 244>'(t+ 20?+
:+ Elr `k gkvrlfzivglk vl Orjjknlzyj Fjuj#hltcjkv Rgonvy( yjj elr j~`cthj B`jr( @vn`k`yglz % A`rvn`( Vnj Rgonv vl Fjuj#
hltcjkv gk ` Ihgc`vj Ilkyvr`gkjf _lrhf #Vnj Orjjknlzyj Fjujhltcjkv Rgonvy Er`#cjwlra .Bjrhgk( 244?'+
5+ Cghhjkkgzc Jilyyvjc @yyjyycjkv( Jily#yvjcy `kf Nzc`k _jhh#bjgko= Ykvnjygy ._`#yngkovlk( FI+( 244:'( t+ 0’02+
?+ YigjkijF`gh( ‘J~vgkivglk R`vj @irlyy VnjOhlbj Rj`injy Ngyvlrgi`h Trltlrvglky– .04,0( 2442'+ Rjvrgjujf 06,02 244> erlcnvvt=,,www+yigjkijf`gh+ilc,rjhj`yjy,2442,40,4240474?6>40+nvc
>+ Cj`flwy( R`kfjry % Cj`flwy( Hgcgvy vlOrlwvn ’ vnj 94 j`r ztf`vj .Hlkflk(
244:'( t+ 9+7+ _lrhf B`ka( Ohlb`h Clkgvlrgko Rjtlrv
244>= CFOy `kf vnj Jkugrlkcjkv ._`#yngkovlk FI+( 244>'( t+ 2+
04+ Gbgf+( t+ 0+ Yjj `hyl ZKFT( Nzc`k Fjuj#hltcjkv Rjtlrv 244?,244> # Egonvgko ihgc`vj in`koj= Nzc`k ylhgf`rgv gk ` fgugfjf wlrhf .Kjw Wlra( 244?'+
00+ K`vzruêrfyujrajv .Ywjfgyn Jkugrlkcjkv`hTrlvjivglk @ojki'( ‘Alkyzcvglkjky ahg#c`vtêujra`k–( R`ttlrv :749 .Yvlianlhc(244>'( t+ 02+
Vnj ilzkvrgjy le vnjB`hvgi Yj` Rjoglk kjjf vlzyj vnjgr zkgpzj b`yj le
j~tjrgjkij gkgkvjrk`vglk`h illtjr`vglk vl c`aj yzrj vn`v vnjizrrjkv kjolvg`vglky lkohlb`h ihgc`vj tlhgi `rjjeffigjkv `kf yziijyyezh+
8/9/2019 Towards an Attractive Sustainable Future
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06 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
Vnj vr`kygvglk vl ` yzyv`gk`bhj ezvzrj
wghh klv n`ttjk ytlkv`kjlzyh+ C`rajvy
wghh hgajh klv rj`iv pzgiah jklzon vl
yvgczh`vj vnj w`uj le gkklu`vglk vn`v gy
kjjfjf( yl olujrkcjkvy kjjf vl v`aj `
trl`ivguj `ttrl`in vl ozgfj fjujhlt#
cjkv gk vnj trltjr fgrjivglk ug` gkujyv#
cjkvy `kf c`rajv cjin`kgycy+0Vnj mlzrkj vlw`rfy vngy ezvzrj yv`rvy
wgvn ` ugyglk+ @v vnj ilkejrjkij gk
Y}i}jigk( wj vlla vnj egryv yvjty vlw`rfy
yzin ` ugyglk b fgyizyygko wjhe`rj `kf
wjhhbjgko( gfjkvgegko aj `rj`y vn`v i`k
ilkvrgbzvj vlw`rfy ` yzyv`gk`bhj ezvzrj
`kf ilcgko zt wgvn ilkirjvj trltly`hy
le ilctlkjkvy vn`v wlzhf hj`f vlw`rf
vn`v ezvzrj+ _j wlrajf wgvn vnj `rj`y le
jfzi`vglk( gkklu`vglk `kf gkujyvcjkvy(
igvg}jkyngt( igvgjy `kf hgejyvhj+ Vl t`#
r`tnr`yj @hbjrv Jgkyvjgk( wj i`kklv ylh#uj lzr trlbhjcy wgvn vnj y`cj agkf le
gfj`y vn`v irj`vjf vnjc( `kf vnj ilkej#
rjkij t`rvgigt`kvy wjrj jkilzr`ojf vl
ltjk zt `kf vl ‘vngka lzvygfj vnj bl~–+
Vnj trltly`hy vn`v i`cj lzv erlc
vngy trlijyy `rj mzyv vnj bjogkkgko+ Vnj
yt`k lujr fgeejrjkv yi`hjy `kf vgcj er`#
cjy( `kf erlc yvrzivzr`h in`koj vl v`r#
ojvjf ylhzvglky+ Ylcj yjjc clrj rj`#
hgyvgi vn`k lvnjry+ Ylcj i`k bj gcthj#
cjkvjf vlf`( wnghj lvnjry kjjf ylcj
clrj vgcj+
C`k le vnj tgjijy le vngy ugyglk c`
yjjc ‘zkugyglk`r– `v egryv+ Ejw le vnj
gfj`y trjyjkvjf njrj `rj ilcthjvjh kjw+
_nghj ylcj c` yjj vngy `y blrgko `kf
h`cj( elr zy vngy gy ` ylzrij le nltj+ Gv
cj`ky vn`v wj flk‗v n`uj vl ilzkv lk
ylhzvglky vn`v flk‗v jv j~gyv+ Le ilzryj
wj ynlzhf kjujr yvlt jkugyglkgko ilc#
hjvjh kjw ylhzvglky( bzv wn`v‗y j~igvgk
Bzghfgko bhliay elr vnj ezvzrj
Gv gy tlyygbhj vl vzrk vnjyj vrjkfy # yvr`gkjf
jilyyvjcy( ohlb`hw`rcgko `kf tlujrv #`kf vl cluj vlw`rfy `ezvzrj vn`v gy `vvr`ivguj(
yzyv`gk`bhj `kf e`gr
Gv gy tlyygbhj vl vzrk vnjyj vrjkfy # le yvr`gkjf jilyyvjcy( ohlb`h w`r#cgko `kf tlujrv # `kf vl cluj vlw`rfy ` ezvzrj vn`v gy `vvr`ivguj( yzyv`#gk`bhj `kf e`gr( bzv gv i`hhy elr `k gkvjrrjh`vjf jeelrv wnjrj trlorjyy czyv
bj c`fj lk `hh erlkvy `v lkij+ C`k le vnj bzghfgko bhliay le vngy ezvzrj`rj `u`gh`bhj `hrj`f ’ vnj `rj `hh `rlzkf zy ge wj mzyv hlla elr vnjc+Lvnjr tgjijy kjjf vl bj ezrvnjr fjujhltjf( rjpzgrgko v`rojvjf jeelrvy le
rjyj`rin( jfzi`vglk `kf c`rajv ygok`hy+
8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 0:
gk vngy ugyglk gy vnj yyvjcg}jf ilhhjivglk
le clyvh j~gyvgko ylhzvglky vn`v wj i`k
yv`rv zygko rgonv `w`+
Gctlrv`kv t`rvy gk vngy ugyglk `rj=
• Jfzi`vglk `v `hh hjujhy( erlc trj#
yinllh vl zkgujrygvgjy kjjf vl wlra
wgvn jfzi`vglk elr yzyv`gk`bhj fj#
ujhltcjkv( trlugfgko vnj kjijyy`r
er`cjwlra( vllhy `kf clfjhy vn`v
`rj kjjfjf vl zkfjryv`kf `kf wlra
wgvn vnj fjegkgko in`hhjkojy le lzr
vgcj+ Jfzi`vglk `hyl kjjfy vl wlra
wgvn u`hzjy+ _j `hyl kjjf vl v`rojv
`hrj`f ivguj trlejyyglk`hy+
• Clrj hli hh trlfzijf ollfy( jytj#
ig`hh ellf( vn`v fjirj`yjy vnj kjjf
elr hlko vr`kytlrvy+
• _lragko lzv w`y vl yn`rj vngkoy
`kf vnjrjelrj cjjvgko nzc`k kjjfy
wnghj ilkyzcgko hjyy rjylzrijy+
• H`bjhgko le ollfy vn v `hhlwy ilk#
yzcjry vl c`aj `y gkelrcjf inlgijy
`y tlyygbhj+
• Vnj gctlrv kij le cjfg `kf vnjfjegkgko gct`iv gv n`y lk lzr u`hzjy
`kf hgejyvhjy w`y zkfjrhgkjy yjujr`h
vgcjy _j kjjf vl wlra wgvn cjfg`
`v `hh hjujhy( erlc jkvjrv`gkcjkv
trlor`ccjy vl kjwy fgyt`vinjy `kf
flizcjkv`rgjy+• Gkirj yjf zyj le tzbhgi vr`kytlrv #
vglk+
• Th`kkgko igvgjy vl bj orjjkjr( gkihz#
fgko orjjk }lkjy( trltjr w`yvj
rjiihgko( jeejivguj tzbhgi vr`kytlr#
v`vglk `kf ellf trlfzivglk hli`hg#
}jf wgvngk lr ihlyj vl igvgjy+
• Gkirj ygko vnj zyj le jkjro jeegig#
jkv bzghfgkoy b blvn rjklu`vgko
lhf bzghfgkoy `kf c`agko kjw
bzghfgkoy jeegigjkv erlc vnj yv`rv+
• Zyj le v`~jy( v`rojvjf yzbygfgjy `kf
lvnjr jilklcgi ilkvrlh gkyvrz#
cjkvy vl yvgczh`vj gkklu`vglk `kf
gkujyvcjkvy gk orjjk vjinklhlogjy
Klvjy
0+ ZKFT( Nzc`k Fjujhltcjkv Rjtlrv 244?, 244> # Egonvgko ihgc`vj in`koj= Nzc`kylhgf`rgv gk ` fgugfjf wlrhf .Kjw Wlra(244?'( t+ 02+
_njk ` yyvjc gy gklujrynllv vnjrj `rj lkh vwl tlyygbhj ylhzvglky(
jgvnjr ` ilkvrlhhjf rjvzrk vl ` yv`bhj yyvjc lr ’ ilhh`tyj+
@ er`cjwlra elr `k`h}gko ylhzvglkyYlhzvglky elr irj`vgko `k `vvr`ivguj( yzyv`gk`bhj `kfe`gr ezvzrj elr jujrlkj `blzkf lk c`k hjujhy( erlcin`kojy gk u`hzjy `kf hgejyvhj t`vvjrky vl kjw vjinklhlogjy vn`v jk`bhj zy vl cjjv nzc`k kjjfyzygko hjyy jkjro kf rjylzrijy+ _njk k`h}gko vnjtlvjkvg`h le vnjyj ylhzvglky elr fjhgujrgko yzyv`gk`bhjfjujhltcjkv( wj kjjf vl hlla `v vnj rgyay( ilyvy( vgcj#er`cj `kf yi`hj le vnj ylhzvglky( `y wjhh `y vnjgr jeffigjki( rj`in `kf wnl ilkvrlhy vnjc+
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05 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
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8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 0?
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0> Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
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Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 07
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24 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
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thlcjkv lttlrvzkgvgjy+
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gkihzfjy yjt`r`vglk le w`yvj `kf rjii#hgko+ Czhvg#zyj ilkv`gkjry c`fj le k`vz#
r`h c`vjrg`hy ynlzhf bj trlclvjf+
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ylzrij gk th`kv trlfzivglk+
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orjjk }lkjy+ _j trltlyj vn`v igvgjy
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_n`v `rj vnj c`gkin`r`ivjrgyvgiy le `k
`vvr`ivguj( yzyv`gk`bhj kfe`gr igv `kf wn`v `rj vnjkjijyy`r nzc`k kjjfy
vn`v igv th`kkjry kjjf vlilkygfjr<
_lrhfin`kogko( ` blla `kf `k lkhgkj c`o`}gkj elizygko lk ylhzvglkyelr `vvr`ivguj `kf yzyv`gk`bhj ezvzrjy( n`y vnj elhhlwgko vl y` `blzv igvg#jy= ‘_j hguj lk `k zrb`k th`kjv+ Elr vnj egryv vgcj gk ngyvlr( ` c`mlrgv
le zy hguj gk igvgjy+ Nlw wj orlw vnlyj igvgjy( nlw wj bzghf kjgonblr#nllfy( nlw wj trlugfj nlzygko( nlw wj inllyj vl ojv `rlzkf( nlw wjhh
wj gkilrtlr`vj k`vzrj gkvl vnj th`ijy wj hguj # vnjyj `rj vnj in`hhjkojy
vn`v wghh h`rojh fjvjrcgkj lzr ezvzrj+–0
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 22/28
Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 20
rl`fy `kf clrj vrjjy `kf or`yy gk tzbhgi
`rj`y hgaj ypz`rjy+
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vjinklhlo( bzghfgko c`vjrg`hy `kf th`k#
kgko wnjk bzghfgko nlzyjy+ T`yyguj bzgh#
fgkoy kjjf hgvvhj lr kl jkjro elr nj`#
vgko+ Bzghfgkoy ilzhf bj bzghv erlc hli`h
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ylzrij le rjkjw`bhj jkjro( elr j~`cthj
` ojlvnjrc`h yyvjc lr ylh`r t`kjhy+
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fzigko vnj kjjf elr vr`kytlrvy wgvngk
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ergjkfhgjr ejjhgko+
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vr`kytlrv vn`v gy `eelrf`bhj `kf `u`gh`bhjelr jujrlkj+ Zyj le bgiihjy( elr j~`ct#
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`y fjhgujr yjrugijy elr nj`u ollfy( i`r
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ijf+
Klvjy
0+ Yvjeejk .jf+'( _lrhfin`kogko # ` zyjr‗y ozgfj elr vnj 20yv ijkvzr .Kjw Wlra( 2445'( t+2::+
Yzyv`gk`bhj igvgjy i`hh elr irj`vguj zyj le vjinklhlo( bzghfgko
c`vjrg`hy `kf th`kkgkownjk bzghfgko nlzyjy+
8/9/2019 Towards an Attractive Sustainable Future
http://slidepdf.com/reader/full/towards-an-attractive-sustainable-future 23/28
22 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
_j `ya lzryjhujy pzjyvglky yzin `y vnj
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ollf hgej lk ` th`kjv wgvn hgcgvjf rj#
ylzrijy( wnjrj c`k le zy fr`yvgi`hh
kjjf vl hlwjr lzr rjylzrij ilkyzct#
vglk< Nlw i`k wj zyj lzr hgejyvhj `y `
yvr`vjo vl rj`in ` yzyv`gk`bhj ezvzrj<
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zygko clrj hli`h ellf lz wghh `hyl bj
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ngonjr pz`hgv+
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yg}j `kf vjinklhlogi`h jeegigjki ijrv`gkh `rj gctlrv`kv wnjk gv ilcjyvl lujr`hh yzyv`gk`bghgv( nzoj fgeejrjkijy gk tjr i`tgv` k`vzr`h rjylzrijzyj yzoojyv vn`v hgejyvhj trlb`bh th`y ` h`rojr rlhj+ Hllagko `v hgejyvhj
gk vngy ilkvj~v brgkoy zy b`ia vl vnj b`ygi pzjyvglk le wn`v wj cj`k b `
ollf hgej `kf nlw wj i`k hguj ezheghhgko hgujy gk ` rjylzrij jeegigjkv w`+0
8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 29
Yinllhy gk elrjyvy
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`rkgko trlijyyjy ilzhf bj hli`vjf lzvyg#
fj+
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wlragko wgvn hgejyvhj `kf yzyv`gk`bhj
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cjkv`h gct`iv( elr j~`cthj IL2#jcgy#
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zygko elr j~`cthj vnj CGTY `ttrl`in+Jilklcgi ygok`hy( yzin `y v`~gko jk#
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0+ M`iaylk( ‘Vnj In`hhjkoj le Yzyv`gk`bhjHgejyvhjy–( gk Yv`raj .jf+' Yv`vj le vnj _lrhf 244> ’ Gkklu`vglky elr ` Yzyv`gk`bhj Jil#
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8/9/2019 Towards an Attractive Sustainable Future
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26 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
Gv oljy lk vl rjilokg}j vn`v ‘„QySlhzvglky‗
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Vnj ezvzrj le lzr th`kjv gy gk lzr n`kfy
’ `kf wj i`k fl ylcjvngko `blzv gv+–0
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ynlzhf bj tzv gk th`ij+
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czyv bj ilctjvgvguj+
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ngt+
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uj vnj `bghgv lzryjhujy `y igvg}jky( ilkyzcjry `kf ulvjry vl jeejiv ojkzgkjin`koj+–
8/9/2019 Towards an Attractive Sustainable Future
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Vlw`rfy k @vvr`ivguj( Yzyv`gk`bhj kf E`gr Ezvzrj 2:
Zygko vnj rgonvy wj n`uj gkihzfjy=
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h`wy+
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elr j~`cthj( jkjro trlfzivglk( vnj
wghh rjvngka vnjgr kjjfy+
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Ge tjlthj `rj clrjfgrjivh gkulhujf gk( elr j~`cthj( jkjro
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8/9/2019 Towards an Attractive Sustainable Future
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25 Vlw`rfy `k @vvr`ivguj( Yzyv`gk`bhj `kf E`gr Ezvzrj
B`jr( @vn`k`yglz % A`rvn`( Vnj Rgonv vl
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_lrhf # Vnj Orjjknlzyj Fjujhltcjkv Rgonvy Er`cjwlra .Bjrhgk( 244?'+
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IL2= _njrj Ynlzhf Nzc`kgv @gc<–(
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vl vnj Ijkvzr le Fjihgkjy .O`brglh` Gy#
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