I think if you look at all the public attention, the energy needs we're facing, and with movements like fair trade coffee, people are being very conscious of where products they consume are sourced from. So an idea like ethical oil, where you differentiate where your oil comes from and be more informed about it, and you choose ethical oil from a place like Canada and other western liberal democracies, rather than to continue to rely on conflict oil that you'd import from OPEC—say Saudi Arabia, Algeria, Venezuela—is catching on with Canadians because it speaks to them. It speaks to their patriotism. It speaks to the values they care about, values like the environment, like human rights, like respect for workers.
On May 28th, 2012. See this statement in context.