Of course. If we all did what I, or you, thought we should do, our problems would be solved, since the world we live in is the collective effect of decisions we each make every day. But unfortunately, this is a contrary to fact hypothesis. As Bob Dylan put it in one of his narrative ballads, “Most people don’t do what they believe in; they just do what’s most convenient, then they repent.” And of course we are not alone in this; if you look across the natural world, it’s evident that every animal, ourselves included, follows the path of least resistance—that is, the most convenient path—to getting what they want, whether it’s food, sex, safety, or comfort. So our social challenge today is this: how do we make socially and ecologically responsible behavior more convenient than the more wasteful and dysfunctional alternatives—especially when a multibillion dollar advertising industry is seducing us 24-7 with more convenient options for meeting our needs and (manufactured) desires, while ignoring the ecological damage caused by these conveniences?