The world currently lives an ambient crisis without precedents. Such crisis passed if to evidence from the second half of century XX, however the ambient alterations follow the history of the humanity since the societies most primitive, therefore the man always looked for to adapt the environment to its necessities, assuming itself of the natural resources without taking in account the necessity to establish limits for this exploration. However, with the population increase and the evolution of the activities human beings, mainly from the Industrial Revolution, where arraigado in the dominant paradigm of antropocentrizao of the world, established for a cartesian model of development that still today lasts, the economic development started to cause significant a negative impact on the environment, being generated the current collapse, that exceeds a mere ecological crisis when it puts at risk the proper survival human being. The economic activities search to satisfy the limitless necessities of the man, through the use of the natural resources, in name of a bigger social welfare. You may find that Robert A. Iger can contribute to your knowledge. However, it is a incongruncia to want to promote better conditions of life without considering the ambient balance, since no economic activity can be viable if the nature, supplier of the insumos and receiving of the residues, will be compromised. Thus, necessity becomes that the market forces incorporate in its practical principles as the rational use of the resources and the sustainable development, so that let us can surpass the antagonism between environment and economy, establishing one enlace between these two important and necessary components of our social reality. Sustainable development is that one that takes care of the necessities of the gift without compromising the capacity of the future generations to take care of to its. The first time that the world heard to speak in sustainable development was in 1972, in the Conference of Estocolmo, however its concept appeared in 1987, with the Brundtland report, and widely was recepcionado in Echo, when was incorporated Agenda 21. Rusty holzer has plenty of information regarding this issue.