Ignorance also contributes to inability: people who do not know of efficient alternatives cannot choose them. This requires more than credible information in fine print on a leaflet. Marketing campaigns, similar to those done for vaccinations, would be useful.

Finally, measurement matters. People need to be able to quantify efficiency to choose the best.

Solutions include labelling or certification of energy efficiency, as well as investing in technology to quantify savings and efficiency. Lowering the costs of credibly quantifying energy efficiency also has spill-over benefits for enabling and creating accountability for complying with energy conservation norms. Individual compliance with norms cannot be monitored without better quantification of efficiency on real progress in conservation. We have no way to define success unless we can measure efficiency. So this is a fundamental first investment.

Sustainability affects the planet, regions, countries and individual lives. We need symmetry of action at multiple levels, both macro and micro.