We always hear from newspapers that while people understand the environmental challenge, they are unwilling to stomach the solutions. The trouble is, we only ever hear about the solutions from the media, and for whatever reason, they are almost always caricatured beyond recognition. If there's no appetite for green, it's not surprising.
The food system is not a free market. In this country, we impose reasonably high standards of animal welfare - but we haven't applied the same standards to food we import, so all we're really doing is exporting cruelty from Britain elsewhere, and at the same time undermining our farmers.
While big business gain subsidies and political access, small businesses drown in red tape, and individuals now risk being classified as terrorists for complaining about it. Economic globalisation is about homogenising differences in the worlds' markets, cultures, tastes and traditions. It's about giving big business access to a global market.
We've all heard of the surveys revealing that teenagers think cows lay eggs, and others where children can identify more brand logos than trees, by a staggering margin. My view is that children will form a significant part of the green fightback. They instinctively understand the value of the environment.
Sense About Science is much more than an innocent fact-checking service. It is a spin-off of a bizarre political network that began life as the ultra-left Revolutionary Communist Party and switched over to extreme corporate libertarianism when it launched 'Living Marxism' magazine in the late eighties.