Changing attitudes in the world at large on important issues have effects on the direction of research and development in the dairy industry. Several examples of this are given and three are examined in detail. The responsibility of companies, the desire of workers to reduce the effort and time spent in gainful employment and the attitude of the consuming public towards the food products they buy are discussed. An attempt is made to forecast how these growing attitudes may affect developments in dairying in the future, and the opinion is expressed that the pressure of public opinion in changing the direction of progress may be more powerful than is realized by those working within an industry.
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