The founder of the independent news site dedicated to rainforests points to a slowing deforestation rate in Brazil, new initiatives extending our capacity to monitor forests and zero deforestation commitments from the private sector as reasons for optimism. He thinks that most consumers aren’t aware of the issues to the extent it affects their purchasing decisions, except in particularly egregious cases. And he says that NGO campaigns targeted at brands are effective in that these brands are more likely to change their policies quickly than governments and consequently the brands will push governments to reward their commitments by forcing the laggards to catch up.