76. Environmental protection has never been a real factor influencing economic and financial decisions in this region. On the contrary, economic development has led to environmental damages, while currently the scope of environmental investments is still being discussed. Market-oriented reforms activate different, sometimes conflicting, forces. Democratization of these societies is a visible achievement. Privatization of state-owned enterprises is providing a basis for more efficient production. Western consumption patterns are altering the traditional social values and behavior of consumers. In addition, international competition is stimulating the introduction of new products and new trading practices. All these forces contribute to driving the transition to new economic and social systems. The same forces could be used to support environmental protection needs.
78. Democratization of the CEE countries has resulted in new contacts and relationships with nations outside the region. The CEE countries are becoming open, which means that more frequent contact with foreigners and a valuable exchange of experiences are taking place. This influences opinions formulated by CEE environmental activists on both successes and failures of the Western environmental protection programs. There is a growing consensus that the passive copying of environmental protection strategies, instruments and procedures developed in Western countries is not an appropriate solution for the existing environmental problems in the CEE countries. The understanding and application of some Western environmental protection practices, however, should help in establishing a pragmatic approach to environmental problems in this region.
79. A product of the new democratic systems which is developing quickly in the CEE countries is the citizens' environmental movement. Thousands of formal and informal, non-governmental pressure groups have been established in recent years to lobby and act for environmental goals. This is a major achievement of the CEE societies and a valuable asset for the future.
80. Democratization of the political arena has altered the way power is exercised. The CEE countries are in the process of reforming their government structures. Independent self-government systems are being created on the local and regional levels. This development has potentially huge impacts on environmental protection activities. Experts do not agree when attempting to determine the environmental consequences of administrative reforms aimed at restoring democratic procedures at the local level. There is evidence of poor environmental performance by local government authorities and elected officials in counties and towns. The self-government system has, however, the potential to address environmental issues in a more responsible and practical way because of its ability to directly assess the relative importance of different needs expressed by local populations.
82. Some key economic processes taking place in the CEE countries are not driven solely by market forces. Privatization of state property along with administrative measures aimed at structural changes in industry and agriculture are inspired and implemented by governmental entities. The government decides to what extent environmental considerations are introduced into the wider set of goals that must be realized through these processes. The tendency of excluding environmental goals from the benefits which should be accomplished through privatization of properties and restructuring of the economy is a real threat in some of the CEE countries.
83. The free market is an indirect regulatory system which operates through financial incentives and disincentives. It may promote more efficient use of natural resources (e.g., liberal energy pricing, fuel taxes), or it could allow for the poor environmental performance of producers (e.g., low level of environmental charges, liberal import tariffs for raw materials and fuel). The CEE countries must still decide on the role of market incentives in their environmental protection strategies.
84. The extensive ownership changes occurring throughout the CEE countries pose especially serious threats to the preservation of natural areas. Small businesses emerging from the privatization process are aggressive in their exploitation of environmental resources. Big businesses tend to prefer being located in relatively clean areas. There is a potential threat that new enterprises will avoid engaging in clean-up activities of the polluted industrial centers. At the same time, by moving into new areas they may put natural ecosystems at risk, and such areas should be protected as the countries' natural capital.
86. Advertising is playing a rapidly growing role in creating demand and establishing new consumer consumption models. Environmental concerns are rarely included in commercial advertisements used in the CEE countries. This is reflected in the low environmental awareness of consumers and the priorities that drive their decisions. There are no independent activities introducing environmental advertisements into the market. The government is reluctant to use paid advertisements to promote the sustainable behavior of consumers due to its lack of experience and because it does not want to interfere with business activities.
88. Steering economic and social development toward achieving environmentally positive impacts in the face of international competition is a difficult, but essential task. The CEE countries are receiving assistance to build up their competitiveness on the international market. Protectionist solutions proposed as environmental remedies are equally inappropriate as liberal ones that neglect a country's specific environmental requirements. An environmental ideology must be formulated and put into practice which will allow a proper balance between international pressures and domestic needs.
90. Many experts see the dynamic changes observed in the CEE countries as providing a unique opportunity to achieve immediate environmental improvements and longer term environmental maintenance. There is great potential to progress in terms of social and economic development, but also in terms of environmental improvement, while building new political, economic and social systems. None of these dimensions should be compromised, as they constitute the interrelated elements of a successful system as a whole.