I think people often underestimate the power of consumers. But I equally say that consumers are like shock … - John Elkington

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I'm a Utilitarian, so I don't see the rule against lying as absolute; it's always subject to some overriding utility which may prevent its exercise.

John Elkington

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.

Issues, Keep, People, Power, Pulses, Thinking

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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.

Hopeful, Naive, Optimistic, Space

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.

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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.

Believe, Thinking, Vegetarian, Years

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.

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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.

Doors, Enormously, Hear, People, Thinking