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.

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.

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

I think that consumerism is intrinsically a pretty flawed social system.

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.

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.

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