
Hrm.
"how will you ever know that your mates on Facebook or the celebs you follow on Twitter are really care about these things"
How do you know that the attractive, personable, 20-something couple who approach you in the street about environmental activism really care about these things when they're often getting paid for it? Come to that, if the subject comes up in the pub, how do you *actually* know that your friend really cares, rather than simply being a sheep?