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

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.

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

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.

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

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.