The trouble is, it is always someone else's loss. Even if "someone else" is "me next year". That's how capitalism works. Local and short term always beats global or long term.
Unless - and that may be a solution - the society makes it their problem. But that would require legislation. Legislation would require voting for politicians who are willing to champion such changes. How likely is that, in the current "every man for himself, screw everyone else" atmosphere?