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

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

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.

Companies watch what consumers are doing like a hawk. Just as one letter to a politician can signal an insipient problem, for companies, a trend where people are beginning to switch away from one of their key products to a rival offering on the basis of either claims or real improvements on performance, that's significant.

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.

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.