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.

I became a vegetarian 55 years ago, and I think it's one of the more important behavioral changes I ever took. The more I see of the beef industry and so on, I believe that to be true.

The biggest weakness of the green-consumer movement, always, is that we tend to pick the easy-to-do things because that's where we can most readily engage people. It doesn't cost them very much to switch products or whatever it happens to be.

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.

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.