growth -

“We. . .need to make great strides in transport efficiency. . . .We need to engage the consumer, not
force him or her into public transport. A European Environment minister once asked me how
to get people off their love affair with the motor car. I believe we should not even try and
interfere with that love. It is deeply imbedded, and interfering in other people’s love affairs is
seldom productive. But the love is with personal movement and space and the freedom that it
brings, not the internal combustion engine per se. We have to make eco-efficiency as fashionable
as 4-wheel-drive vehicles. We need to use the powers of social pressure and the attraction of
beautiful engineering. This is not hairshirt stuff—it should be eco-hedonism—taking pleasure
from comfort, operating performance as well as eco-efficiency.”
—Sir Mark Moody-Stuart, Chairman,
AngloAmerican, and former Chairman,
8
Royal Dutch/Shell Group, May 2002