This week's New Scientist cover article "Is there any point in going green?" sums up Green Thing's approach to tackling climate change rather nicely.

"… your individual contribution may seem too measly to matter, but multiply that by several million and you can start to move mountains."

This is certainly one of the most important ideas behind Green Thing: that lots of small things can add up to big things. Online, many of the biggest success stories are based on communities of individuals. The many millions of self-published eBay listings, Craigslist classified ads or Wikipedia entries, for instance. Not to mention terabytes of uploaded YouTube videos and hundreds of millions of individual profile pages making up the world's largest social networks.

The article went on to sum up another of Green Thing's central beliefs – that if enough people can signal their intent to change, this will itself create much wider shifts:

"..if a significant number of people change their ways and demand greener products, that will send a big signal to the market, encouraging the supply of green energy, low carbon products, organic food and so on."

We know that politicians listen to voters and corporations listen to consumers. If we can help get as many people as possible in as many countries as possible to do the Green Thing, then this aggregated people power can get governments and business to do the Green Thing too.

The article concluded:

"…there is no escaping the fact that individuals can make a difference by acting just a little bit greener."

And that folks is Green Thing in a nutshell.

If all this makes as much sense to you as it does to us then please help spread the word. Sign-up, do the Green Thing and tell your brother, lover, ex-lover, ex-brother, lover's brother, and brother's lover's mother to do the same.