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.
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.
'Green' cannot be allowed to become an excuse for stealth taxes. And nor should 'green taxes' be about punishment. Instead, they should represent a switch of emphasis. So if domestic flights are taxed, it should be on the absolute condition that the money is ploughed into improving the alternatives, such as trains.
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.
Politicians usually get the blame for dragging their feet on environmental issues. And fair enough. Most of them do just that. But the blame isn't theirs alone. For politicians afraid of losing votes, a bristling media waiting to transform good green ideas into monsters is a colossal disincentive.
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 Ecologist' has lost money from the day it was launched in 1970, and will continue until the last edition is printed. It was never set up as a business venture. It was set up as a campaign, and like all good campaigns, it costs. Its various backers have, over the years, been happy to pay that cost.
All schools should teach children basic cooking skills. Every school should be able to buy sustainable, good quality food wherever possible from local sources. Every school should include food-growing in the curriculum. For some, that will mean twinning with willing farms. For others, it will mean literally building their own small farms.
If you tell people, 'that old banger of yours, we're going to tax the hell out of it,' they'll rightly tell you to get lost. But if you tell people that when they next buy a car, the tax will be adjusted so that the cleanest ones will cost less and the polluting ones will cost more, most people would say 'fair enough.'
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.