Probably the only people unaware of the high-profile movements to combat the crisis facing the environment are living happily in their caves, swaddled in animal skins, adding nothing to global warming except the odd bit of methane.
Most others are taking note. Including some very influential types, namely Al Gore and his new best buddy Sir Richard Branson.
But is this posturing about going green all just a publicity stunt? Apparently not. Dale Vince, chief executive of Ecotricity, the ecologically-friendly electricity company, sent an open letter to Branson inviting him to a carbon-free breakfast to discuss his true intentions to combat global warming.
The Diary has it on good authority that the Virgin founder phoned Dale last week to discuss the invitation. And it probably wasn’t just to get a free breakfast.