Matt Reynolds in Wired:
In 2021 the polling firm Ipsos asked 21,000 people in 30 countries to choose from a list of nine actions which ones they thought would most reduce greenhouse gas emissions for individuals living in a richer country. Most people picked recycling, followed by buying renewable energy, switching to an electric/hybrid car, and opting for low-energy light bulbs. When these actions were ranked by their actual impact on emissions, recycling was third-from-bottom and low-energy light bulbs were last. None of the top-three options selected by people appeared in the “real” top three when ranked by greenhouse gas reductions, which were having one fewer child, not having a car, and avoiding one long-distance flight.
This point isn’t that people are dumb; it’s that the most impactful options don’t always intuitively feel that way to us.
More here.