David Fell is director and co-founder of the research and strategy consultancy Brook Lyndhurst. He has been researching the environmental attitudes and behavior of UK consumers for nearly three decades. His work is concerned, in particular, with the development of strategies for promoting changes in individual and institutional behavior to bring about a more sustainable economy. He has a degree in economics from Cambridge University and thirty years of research and strategy experience for diverse business, government, and nonprofit clients. He was a founding Commissioner on the London Sustainable Development Commission, and his recent book Bad Habits, Hard Choices explores the potential for using the tax system to tackle the obesity crisis.