In working to change the world, there’s always a need to keep asking ourselves whether we’re focusing on what’s most important. This certainly applies to the effort to end tropical deforestation, which is why I and my UCS colleagues have put a lot of emphasis on figuring out what causes—and in particular, which businesses—are the main drivers of deforestation. Unfortunately, a recent study indicates that that global corporations that have committed to ending the deforestation they cause, have got their priorities backwards. And it suggests that the NGO community—and that definitely includes me—may have had our priorities wrong too.
