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 consumerism breeds dissatisfaction, and I think that the advertisers play to that. So I cannot be comfortable with that. On the other hand, the cornucopia of products and innovation - I love Apple, for example. That's a temple of consumerism in many ways.

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

The path to relative economic, social and ecological sustainability is guaranteed to be littered with failures of every nature and scale. If we recognize them and learn from them, the transition will proceed faster and in more resource-efficient ways. If, on the other hand, we prefer the short-term comfort of burying our failures, or of blaming scapegoats, the transition will be significantly slowed, or could even be derailed completely.

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.

Any prudent business looks at the reality and how to maximize our investment.

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