You make the point that if a million consumers pledged to shift $1,000 of their spending to greener products, it would have a $1 billion impact.
A lot of people don't know how to get started. It often does boil down to money, because we're talking about using your clout in the marketplace to make a difference. People will say, "I don't know how much to spend or what to buy first." So I suggest you earmark $1,000 of money you're going to spend anyway. Everybody spends much more than $1,000 on groceries, home furnishings, clothing, and so on. Find $1,000 of that that you can intentionally shift to products and services that will protect the planet.
For example, $10 of your weekly grocery budget would be half the $1,000; it would be $520 a year. I was at Target the other day, and I bought bamboo socks and they were $6, so it's actually pretty easy to get to the $1,000. It's a way of getting consumers to consciously realize that they can use their money to make a difference. And it's a way of infusing some of those industries with even more capital to do the right thing.
