I loved this picture when I saw it on LinkedIn last week (I don’t know who to credit it to, I’m afraid). It sums up for me why many sustainability efforts fail – because they expect every member of the public/employee/consumer to go out of their way for sustainability.

Green Jujitsu understands that people aren’t stupid, but most are busy, and they’ll always take a shortcut. Our challenge is to make sustainability the shortcut and not the long way around.