Definitely chip away. I still try where I can. I buy things with the free trade logo, and I steer clear of most Nestle products. I have other little causes that follow and I support everyone I know who supports a good cause, because even they need support. And do educate the kiddies, don't scare the pants off them but be honest. DD has always been educated about dodgy companies, false advertising etc. One of her first stories that she wrote was about the environment. I have a little worrier, she stresses about the big bad world a lot. She cried her poor little heart out because we forgot about earth hour. Her school is very environment focused as well as community and preventing poverty focused so she gets a lot from school and home. I think if we start with them we are doing our future generations a big favour because they will be the ones fighting for their rights in 15-20 years.