In 1995, the University of BC's Dr. Daniel Pauly coined the phrase "Shifting Baseline Syndrome" to explain why environmental degradation is incremental
“Every generation will use the images that they got at the beginning of their conscious lives as a standard and will extrapolate forward. And the difference then, they perceive as a loss. But they don’t perceive what happened before as a loss. You can have a succession of changes. At the end you want to sustain miserable leftovers. And the question is, why do people accept this?,” stated Daniel Pauly.