In 1996, CNAD grew out of the Merck Foundation and a conference on sustainable economics.
CNAD estimates that if 1,000 people pursue the program for one year, 48.
A poll conducted by CNAD found that although two-thirds of parents claim their children care about the environment, more than 70 percent of parents say their children don't think buying too much stuff will degrade the natural world.
CNAD charges that advertising has moved beyond the original purpose of gaining market share to creating a whole desire for more stuff.
Oliver describes the "extremist" CNAD as "trying to tap into feelings of dissatisfaction that we all feel from time to time.