A cartoon about relying on consumers to fix climate change

Here’s a note from Frank Sprenger, CEO of fors.earth about one of Léonard Chemineau’s cartoons:

Here is #2 in the fantastic cartoon series “Climate Deniers“ by Léonard Chemineau: it’s probably the most hideous one. Putting blame on consumers and waiting for them to give clear willingness to pay signals. In my almost 30 years of following the development, I have never believed this narrative.

For me, it is up to the B2C companies to make sustainability consequences transparent, offer attractive choices and finally even price responsibly. Yes, it is our consumption choices in the end. But who defines what is attractive? Marketing and advertising. Unless we wait 200 years until everybody had meditated enough to actually have a free will, B2C must get their act together.