I don't look at companies like people, because they're not. They're profit optimization machines. Thinking about it in terms of blame is like getting mad at a math equation. The truly depressing thing about all the evils of capitalism is that they're entirely rational and expected outcomes of the incentives and structures of the system. To a company, spending money to make a thing they can sell is functionally equivalent to spending money lobbying the government to get more favorable regulations. There is no moral calculation involved. Sure there are people who make those decisions within the companies, but over time the ones that make less financially lucrative decisions lose out to those who will do anything for a buck.

Recognizing this dynamic as our greatest barrier to progress is a necessary step to solving the problem. In order to be able to fight against such a powerful and organized enemy, we need to get as many people on our side and activate them enough to take coordinate collective action. To this end, we've seen how this individualized blame game has hurt our cause. (And the fossil fuel industry is at least partially responsible for pushing that narrative to the forefront.) People are naturally going to be hesitant to do things that diminish their quality of life and seeing people judge them for not doing so when they're already living with so little while the rich pollute to their hearts content can make people feel alienated from the struggle. It makes it seem like these activists and politicians don't understand or care about their circumstances. It makes it seem like we're being petty and disingenuous by going after relatively small things. Nobody likes to feel like the bad guy, so they may even overcorrect and be more receptive to climate denial. Even if they accept the premise and reduce their consumption, if they're convinced that this is sufficient and take no additional action, we're still screwed. It also doesn't help that the gov has been doing things to make even individual consumption changes even harder. China has made great strides in making cheap solar panels and electric vehicles, but we can't have that, think of the shareholders! Lets put trade barriers up on their import.

Don't get me wrong. I would never tell someone NOT to modify their behavior. If you are in a situation where you feel you can drive less, eat less meat, etc... go for it. My problem is using this framework as an overall marketing strategy for climate action. Look, climate change has just gotten worse over my lifetime. In fact, it's gotten worse at an accelerating rate. Whatever we've been doing... IT HASN'T BEEN WORKING! Whatever tiny gains have been made by changes in consumption have been totally eclipsed by the wastefulness of the elite. If something isn't working... you do something else.