We tell market researchers that we don't mind paying more for green benefits but only a minority of zealots ever really will. A campaign that delivers more widespread green behaviour is going to need to be cleverer that that.
Chris PowellSaying “I'll try” means our soul isn't really in it. We tell ourselves “I'll try” when our inflated egos won't come clean and admit that we're actually not all that determined. We can't overcome obstacles with the words “I'll try.” As Yoda, the philosopher in the Star Wars movies, says, “Do, or do not. There is no 'try.
Chris Powell