Speaking at COP26, the UK’s chief scientific adviser Sir Patrick Vallance said "[b]ehaviour change is part of this [i.e. the fight against climate change], and some of that is down to what we do as individuals and some of it is what needs to make things easier for us.  We can't assume it's going to be dramatic personal behaviour change that's going to be the solution to this unless we have some way of making that easier, so the green choice is actually the easy choice."  We couldn’t agree more.