The UK's Czarina of recycling doesn't want to treat "lazy consumers and greedy producers" like...er, uh..."lazy consumers and greedy producers."
The Sweet tyranny of good intentions.
Can the decent, gentle approach work on lazy consumers and greedy producers? It is her objective to find out and, with our landfill sites groaning, she does not have long.
"If we start beating people up and saying you must do that, you must do this, you lose all that goodwill, and then you're having to badger them all the time. I would just prefer to keep it on positive footing," she says.