Motivations implict and explicit -- Small things can make a difference -- Measuring attitudes to sustainability : easily, consciously, and wrongly? -- The man who changed a fortune cookie and started a revolution -- The missing ingredient is now available -- Uncovering implicit attitudes to carbon footprint -- Unconscious eye movements and what the brain sees -- Eden reclaimed -- Old habits -- In two minds -- Speech and revealing movement -- In search of the green fakers (in search of myself) -- Taking big risks -- An inconvenient truth? -- Reaching boiling point? -- Some conclusions and some action plans.