Naturally, issues of outsourcing and the cheap mass production of consumer goods are complex and controversial, especially from a sustainability standpoint (see Photo 2). However, focusing on the issue of human capital reveals some interesting questions. If workers from poor, rural villages can accumulate sufficient wealth to fuel economic development in their hometowns, what does that mean for marketing opportunities? As people emerge from poverty, what happens to their standards of living? How do their expectations change? If millions of people begin demanding consumer goods at higher levels, what is the effect on the overall demand for resources? How, if at all, can marketing organizations meet that increased demand sustainably?