I'm worried about greenwashing. I think we should come down on it very, very hard, whether it's with criminal intent or actively deceptive.

I think people often underestimate the power of consumers. But I equally say that consumers are like shock troops: You can't keep them agitated and motivated and committed and active forever. There are pulses where they switch on to a particular issue, and just inevitably they switch off.

What people say often precedes what they think. Some people sometimes say, "I have to hear myself talk before I know what I think." I think language sometimes, because it opens new channels, it opens new doors, is enormously important.

Behavioral change is more important than individual product choices. They both have a role to play.

I'm part of the consumer culture. I was part of the baby boom generation. I have a car when I shouldn't, a couple of computers; I can't be anti-consumerist in that sense.

I think that consumerism is intrinsically a pretty flawed social system.

So, you could call me optimistic and hopeful and probably just a little bit naïve, but I'm coming from the space that the best way to predict the future is to get out there and just do it yourself.