Mike Berners-Lee thinks, writes, researches and consults on sustainability and responses to the challenges of the twenty-first century. He is the founder of Small World Consulting (SWC), an associate company of Lancaster University, which works with organisations from small businesses to the biggest tech giants. SWC is a leader in the field of carbon metrics, targets and actions. His previous books include How Bad Are Bananas?: The Carbon Footprint of Everything (2010) and The Burning Question: We Can't Burn Half the World's Oil, Coal, and Gas. So How Do We Quit? (2013, co-written with Duncan Clark). This book explores the big picture of climate change and the underlying global dynamics, asking what mix of politics, economics, psychology and technology is really required to deal with the problem. Berners-Lee is a professor in the Institute for Social Futures at Lancaster University, where he develops practical tools for thinking about the future, and researches the global food system and carbon metrics.