For decades the issue of climate change has been framed as one of personal choice — the problem would be solved if we all bought this product or changed that lifestyle habit. The underlying narrative is that our environmental problems are a result of the actions of individuals, and can thus be fixed the same way. The implication is that we each bear this responsibility personally…the problem won’t be solved until independently we all drive less, turn off the lights when we leave the room, and buy shampoo made from bees wax and turtle dung.

I don’t think I need to tell you that as a means of addressing climate change, personal choice has been an abject failure. Never mind that the underlying math is absurd, as it assumes that modest lifestyle changes for a tiny minority of the world’s population could turn the tide on a global problem. Never mind that there are functionally zero low-carbon substitutes for useful things like air travel or high-end consumer goods. Never mind the expense of low-carbon alternatives force the poor in to the impossible situation of saving the planet or putting food on the table.

Yet more than any of these, the best reason to reject personal choice is that it’s hard. Humans are weak, we fail…making a concerted effort to “do the right thing” every day is incredibly difficult, as evidenced by landfills full of January 1st gym memberships. I mean I’m as invested as they come, my whole life is consumed thinking about how to stop climate change and economic growth…but I still struggle each week to keep to my Meatless Mondays pledge. The point is, climate change is the most dangerous threat humanity has ever faced…if our only plan relies on every individual making tough decisions and practicing intense self denial, our plan is stupid.

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