A couple years ago when I interviewed Gus Speth, then at Yale University and now at Vermont Law School, he said that much like with the civil rights movement in the '60s, environmentalism would require a generational change before they truly became ingrained in society. I thought he was right then and increasingly think that today. Well, here's a rather inspiring video of that generational shift taking place right now.
Cole Rasenberger from North Carolina and friends taking it to KFC to try to get them to use more post consumer recycled paper products. Spoiler: They fail. But it's nevertheless inspirational. Mongabay has a longer interview with Cole that's worth a read.