Imagine a herd of cows in a fenced, lush green meadow shared with birds, bees and other small animals. Now imagine that everything the cows eat or drink comes in a plastic container. Humanity is on an appalling trajectory. Most of us are now aware that a crisis is upon us. If you are like me, you are struggling to consider what you should do about it. Those who read this journal are for the most part child health professionals; it is our job to look after children. This job must surely include caring for their future. Yet we, like most of the rest of human society, are actively supporting behaviours which will deprive children of their future, and potentially the future of much of the animal kingdom along with them.