"So why bother recycling or riding your bike to the store? Because we all want to do something, anything. Call it 'action bias.' But, sadly, individual action does not work. It distracts us from the need for collective action, and it doesn't add up to enough. Self-interest, not self-sacrifice, is what induces noticeable change. Only the right economic policies will enable us as individuals to be guided by self-interest and still do the right thing for the planet."
MUST READ: Going Green But Getting Nowhere | The New York Times