I’m all for making the greener alternatives cheaper, but like everything else that’s down to…
Lady Emily

Fer sure, but still sounds like a pretty tough sell for a population trained to associate ‘who I am’ with ‘what I consume’. Which also brings up another issue, revamping Capitalism, especially when every dip in consumption is currently known as a Recession!

So IMHO the longstanding conventional notions about stuff like ‘money’, ‘work’, ‘community’ and ‘meaning’ also need to “evolve” to support a sustainable, lower consumption economy. Though ironically if we keep losing human jobs to automation and AI, soon we’ll be forced to do it!