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

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.

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.

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

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.

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.