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.

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.

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 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.

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