So there are green fakers out there, sometimes with odd discrepant body language, who say one thing but believe something different. And in these individuals you can sometimes see their iconic gestural representations go one way as their speech goes another. We need to produce a fundamental change in attitude towards the environment in these people if we are going to change their behaviour towards lowcarbon-footprint products (on the assumption that their underlying implicit attitudes are a better predictor of many of the relevant forms of behaviour, including supermarket shopping with all its inherent pressures, than their explicit attitudes). Merely providing carbon footprint information to such individuals (including myself, let’s not forget) will currently not necessarily do very much.