Agro is not pop, it’s not tech, it’s not everything. Agro kills, pollutes, and destroys. This marketing campaign is yet another expression of what Marx called the fetishism of commodities—when the real history of production, its relationships of exploitation and violence, is erased and replaced with a clean, modern, and desirable image. The Frankfurt School had already warned us about how the culture industry manipulates the masses, manufacturing consent and naturalizing oppressive systems. Agribusiness has become a marketing product, and the forest has been turned into the enemy.

The main and essential tool of capitalism is exploitation. When someone is profiting, someone else is being exploited—and someone is losing. When agribusiness is winning, nature is being exploited, and the whole world is losing. The same agribusiness that claims it needs to expand agricultural frontiers to feed 8 billion people is the one that discards tons of food to raise market prices, while “small” farmers and popular movements like the MST donate tons of food to those in need.

We must have faith in a better world. But faith alone is not enough. We need hope—but, as Paulo Freire teaches us, we cannot simply wait. We must hope through action. Active, not passive, hope. To "esperançar" is to act with our feet on the ground and our eyes on the horizon. It is to build, step by step, collectively, a future different from the one sold to us as inevitable.

“Ecology without class struggle is just gardening.” The ecological crisis will not be solved without confronting the structures of domination that created it. Let this eco-anxiety not become a paralyzing, suffocating fear—but rather an urgency in the truest sense: a deep yearning for a better world. May it push us toward collective, conscious, and sustainable action. Because we don’t just want to resist—we want to live. And to live, to hope, and to yearn today is a profoundly revolutionary act.