One of the great challenges of facilitating change for sustainability is the cognitive dissonance between “we need to take action” and “what I do is insignificant so I can keep doing it.” Something that really makes me grind my teeth is people who blame abstract nouns like capitalism or neoliberalism for climate change as a means of absolving themselves of any responsibility. Unless they are living off grid and survive by foraging for wild food, they are part of that capitalist/neoliberal/whatever system whether they like it or not. Big Oil doesn’t exist in an economic vacuum – it only thrives because we all buy stuff off it.

It struck me writing about last week’s local elections that consumerism is like voting. Even in a single Council ward, it is very rare for a single vote to make a real difference, but, collectively. the public signals its approval and disapproval at the ballot box. It all adds up and, if you don’t vote, you can’t complain if you don’t get the representation you would like.

Likewise, every £/$/€ you spend sends a signal to the market. If you have a bit of money spare, will you buy a long haul airline ticket or will you go on a domestic hiking holiday? Will you invest it in some extra insulation at home? Will you join a conservation group? Will you buy a steak or a mushroom risotto? Like your vote, the difference may be insignificant on a global scale, but if everybody took a ‘what’s the point?’ attitude nothing would ever change.

Secondly, your choices also send a cultural signal – since I swapped our car for a cargobike, inspired by a friend of a friend, I know of several people who have in turn been inspired by my example to do the same. If each of them inspire more people, the trend will spread, all those purchases will help drive down prices and you end up in a virtuous cycle (pun fully intended).

Lastly, action is good for your mental health. In these days of eco-anxiety, the best thing you can do is be the change you want to see. As usual this morning, I picked up a piece of plastic litter before it could blow into the river by my house. Insignificant, but life affirming. If you are feeling down, do something good.