Persuading businesses and people to reduce climate emissions is key to slowing climate change – research-based techniques and new approaches from the behavioral sciences can show how to do it

Very valid point. The argument here is that without a shift in consciousness of our entire species we're never going to be able to address the problem, we have to push for a world that completely disapproves of pollution and polluters. People used to not care about littering, but somehow we managed to make it a bad thing and we got the result we wanted. 'Basically the same principle. It wasn't just anti-littering policy that did it, it was people being disgusted with their communities being trashed.