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Coming back on these points: Jonathan, it certainly is a simple idea although no-one is really doing it right now, to our knowledge. (By the way, for any would-be copyists out there, there are a few other detailed reasons which I'm not going to post here why our product will be uniquely innovative...!)

Interesting point about key motivations, as the behaviourists say "satisfy the need underlying the want" (thanks to Prof. Max Torres at IESE if you're reading this). The need we have in this case is to "do good" environmentally, i.e. behave in a way that protects the planet and ultimately, if you like selfishly, our own lives and those of our children.

I think to address this need we need to connect emotionally with our consumers. So I'd agree with you that education about the facts is not enough. But this is the point of our in-store "experience", the way the brand is presented and the values we want to promote among our staff, and it's ultimately why we chose retail stores over, say, vending machines. We really do believe in what we're doing and that comes over. I think that this emotional connection, plus a reminder of the remorseless logic of the climate change argument - it's no longer a matter of opinion but a fact - is a very strong combination that will help us get "beyond the converted".

Jo, thanks for the comment. We believe what we are doing, straightforward though it may sound, is indeed quite unique.