[kirstendirksen]

I would agree with you that to a certain extent people crave roles that can give them an identity, like that of treehugger or entrepreneur. But I also think there are people who genuinely happy with either one: like many of the people posting comments here, I think genuinely want to start companies because they enjoy the thrill of starting something, not just to be an entrepreneur or company president.

The same goes for those who choose to embrace a more simplified lifestyle or whatever related to sustainability.