"Every company that manufactures something is causing some damage either to the soil or water or air. Most companies treat these as externalities. But the growing movement of sustainability calls for companies to internalize these costs. Once companies do this, they will have a strong incentive to reduce their carbon footprint."

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Turbulence is a condition that we all experience during a flight when the plane is bouncing around by competing air currents. By analogy, the economy may bounce around a lot because of competing currents of public moods and investments. One week everyone might be optimistic and then suddenly something happens to turn everyone into pessimists. Investment dries up and investors become risk averse. A sudden piece of good news then turns around the public mood.

— Philip Kotler