These modifications in the space, a priori one, had not been white of concern of the population, have seen that if it imagined that the natural resources were almost total infindveis. The consequence of the exploration irrational alone entered in the order of the day of the international institutions, over all, from the accomplishment of the Club of occured Rome in 1972, occasion that are presented the intitled study ' ' Limits of crescimento' ' , that among others premises alerted: If the current trends of growth of the world-wide population food industrialization, pollution, production and reduction of natural resources to continue invariant, the limits of growth in this planet will be reached some day inside of next the one hundred years. The most likely result will be a sudden and uncontrollable decline, as much of the population how much of the industrial capacity. (CAVALCANTI, 1994, P. 23 apud MEADOWS, 1972, p.20) Ahead of the ambient picture displayed by the above-mentioned study, they had constituted the following scenes: the ones that foresaw the abundance and the catastrofistas (Sachs 2000).

The first ones were interested in less increasing the GIP of the developed countries for the promotion of the equality, and they did not consider the ambient question as priority. Already the opposites defended the idea of growth zero, pautados amongst other theories, in the malthusianism. In this perspective, a paradigm was elaborated that tried to contemplate the conceptions of the desenvolvimentistas and the apocalyptic ones: the sustainable development or the ecodesenvolvimento is born that, in the optics of Sachs (2000, p.54) is defined as one ' ' boarding based on the harmonization of social, ambient objectives and econmicos' ' , and that in others words, aim at the rational use of the resources for the guarantee of these to the future generations. IN SEARCH OF a NEW PARADIGM Even so the concept of sustainable development is currently en vogue in the media of mass mainly through the advertising of companies who if intitle ' ' verdes' ' , one perceives that in the practical this it is not contemplated in its totality.

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