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.

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.

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.

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.

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.

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.

I 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.