Thank you for your comment, Enrique.

I think that, already from the title, I make it very clear who is the target of my article: more than consumers, I focus on those who claim to be environmentalists. Obviously, this does not exclude that companies — or politicians - have a responsibility too.

Having said that, let me add that I do not agree with you when you talk about the “small impact” of people. Actually, consumers’ power is increasing more and more and their engagement is key for companies selling success → The growing power of consumers

I’ll tell you a story: in a small city in Puglia, Altamura, McDonald’s was forced to close, because people preferred to keep buying the traditional “pane and panini” from the bakery ( → The Bread That Ran Big Mac Out Of Town). This is a nice example of how much people’s choices can influence the market.

It is always our responsibility. When we understand this, things will start to get better.