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.

It's your body. Tell it what to do.

Health and fitness are totally a choice for a better quality of life.

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.

If you like to run, you should keep running!

Lost motivation means that you broke promises to yourself and haven't corrected them yet. You need to believe in yourself again. This can only happen when you start fulfilling the small promises you make to yourself.

Saying “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.