“I wrote a book, Ecological Intelligence, on how the environment and human psychology interact in a rather sad way, which is this: Everything that we buy and use has a negative impact on the systems that support life on this planet. That’s a sad fact. Our material world is destroying our natural material world, and we deny it. But I have a strategy, which I'm putting forward everywhere I can. I don't think we're going to change the system of capitalism, at least not in time to save the planet. So the question is: Can we use economic incentives? Can we use the leverage in our economic system for better rather than worse ends? What I argue is that younger people will see the impacts on the planet of what they buy and use as an imperative—not as something they don't want to think about, but as an essential. If that's the case, then a smart business strategy in the next 10 or 20 years would be to apply a believable, objective assessment methodology, like Life Cycle Assessment, to products and services in order to show that we are lessening their negative impact.”