Cintas talks and talks about ethics, but they put so much pressure on management to get results that ethics are constantly being overlooked.

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"A lot of times when you get to an event like the Olympic Games, you can put too much pressure on yourself, " he said.

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When it comes to manufacturers serving those markets, "it's going to be very hard to get leverage for change" because consumers typically haven't applied as much pressure on brands as in Western countries, she said.

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With humans, if we get too little sleep, have a poor diet, and take on too much pressure, our stress levels rise and we succumb to ailments our otherwise healthy immune system could easily handle.

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If Big Oil and Fast Expanding Gas are to persuade people to accept the risks from blasting high pressure chemicals into rocks deep under their homes, the industry is going to have to get much closer to those communities.

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