John Sauven, the Director of Greenpeace UK, gave a BBC College of Journalism lunchtime talk on his organisation's environmental campaigning strategy.
"If you start at the consumer end, you've got 6 billion people ... you're never going to change the minds of 6 billion people."
In order to protect the Amazon and other vulnerable lands from deforestation, Sauven concluded that Greenpeace's focus should be set firmly on the major global corporations like McDonald's, Nestle, Nike and, more importantly, their suppliers.
