Part of the problem is that corporate greed is just so prevalent everywhere that when I see higher prices, my immediate first thought is that they're just shafting us because they can. It could cost $0.02 more per unit to produce, and they'd still charge $10 more, if they thought they could get away with it.

"There is a gap between what people say they want and what they actually do at the purchasing point -- this is a difficulty for us," Oriol Margo, EMEA sustainability transformation leader at Kimberly-Clark, said on Thursday at the Reuters IMPACT conference in London.

"It feels like our consumers are asking for sustainability but they are not looking to compromise on price or quality."

I'm willing to compromise - as in, if it costs them $4 more to produce, they charge $2 more for it, we're splitting the difference. Fine. I don't believe that's what's happening. Maybe it is, but the perception is what matters, and we've been taking it up the ass for so long, it's hard to believe they're going to pull out on this one point.