We’re not citizens anymore; we’re consumers. The government views us as consumers, and our economy is based on us consuming and discarding. That behavior is destroying the planet. How can we use the power of consuming to do some good? I introduced the concept of the sustainability index, and Patagonia is working with 40 clothing companies, including Walmart, to implement it. In the future, customers will be able to zap their iPhone and find out just how a clothing article was made. The index will give a grade, and suddenly the consumer is armed with information. Some jeans, for example, will have a score of 10, some a score of 2. I think it’s going to be the start of getting away from consuming as recreation.