Big corporations feel very evil to us now, the natural targets of blame for low-paying jobs, environmental abuse and sickening ingredients. But Adam Smith knew there was an unexpected, and more important, element responsible for these ills: our taste. Collectively, it is we, the consumers, who opt for certain kinds of ease and excitement over others. And once that basic fact is in place, everything else follows it. It’s not companies that primarily degrade the world. It is our appetites, which they merely serve. As a result, the reform of capitalism entirely depends on an odd-sounding, but critical task: the education of the consumer. We need to be taught to want better quality things and pay a proper price for them, one that reflects the true burden on workers and the environment. A good capitalist society doesn’t therefore just offer customers choice, it also spends a considerable part of its energies educating people about how to exercise this choice in judicious ways. Capitalism needs to be saved by _______________________.
*judicious: 분별력 있는