The concept of 'environmental consciousness' has evolved significantly over the past century, moving from a peripheral concern to a central tenet of global policy. Initially, environmental activism focused on preserving pristine landscapes for aesthetic or recreational purposes. However, the latter half of the 20th century saw a paradigm shift, driven by mounting scientific evidence of anthropogenic climate change and resource depletion. This new 'ecological modernisation' perspective argues that economic growth and environmental protection are not mutually exclusive but can be mutually reinforcing through technological innovation and market-based mechanisms. Critics, however, contend that this approach underestimates the structural changes required to achieve true sustainability, suggesting that incremental reforms within the current economic system are insufficient. They advocate for a more transformative agenda that redefines societal values and consumption patterns, challenging the very foundations of industrial capitalism.