Does all the positive press about hybrid cars, alternative fuels, and the next green must-have product sound too good to be true? Well, maybe it is. The media, advocacy groups, politicians, and businesses are all competing for our attention and money. They all try to convince us that they are environmental saviours who share our values and that their products-from beliefs and beverages to politicians-are the best option to secure a brighter future and save the planet and our people from oncoming environmental devastation. But the most important factor in securing that brighter future is a combination of optimism and critical thinking. David Parish has been at the forefront of the hottest societal challenges of this century. Known as a bridge builder, he has worked with stakeholders on both sides of divisive issues and argues that the best way to conserve the planet-and ourselves-is the natural convergence of smart natural resource development with improving the lives of the growing population. In The Facts of the Matter, Parish proposes that any problem is most productively addressed through a lens of optimism. His clear explanation of the environmental, technology, energy, and resources issues we face will help readers identify which crucial questions to ask that will push politicians, government regulators, environmental groups, media and businesses to truly take the action society needs to prosper.