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