The free market based on selfish individual interests, a premise of liberalism since Smith, aims for profits. If producing something through pollution, deforestation, among other social and environmental consequences is more profitable because it has lower costs, then it will be so. Any social regulation in this process, for example by States, or any behavioral change goes against individual selfish interests. In this sense, we can assume that there will only be something towards sustainable development when problems such as climate change affect the production process itself, that is, if the cost of doing nothing is greater than the cost of new technologies, for example ?