Whereas researchers always have to distinguish between professional comments based on research and opinions based on personal views, administrators, like politicians, are free to express their personal views, even though we would prefer our policies to be evidence-based. So when I voice my personal preferences for sustainable alternatives to unsustainable ones, this should be read against an ambition to run a responsible university, responsibly. Are you still with me? I believe (this is an article of faith) that small symbolic acts help to drive home the message that sustainability starts with each one of us. I am ecouraged to see that this belief is shared by a growing number of researchers. Yesterday, I heard a lovely example from professor Gail Whiteman who is planning her inaugural address for Spring 2011. Rather than purchasing the regular material, Gail has ordered a ‘sustainable gown’ manufactured from wholly recycled cloth. What a great idea, worth spreading (Gail, I can already picture you on TED.com, on the catwalk in Paris, on Oprah, on the cover of Vogue magazine or the Journal of Business Ethics). Who’s next?