Thinking Doesn't Translate into Climate Action

From the NYT:

The example illustrates a basic principle in social psychology: that people's attitudes do not translate into action. But most environmental activism remains centered around the assumption that changing behavior starts with changing attitudes and knowledge.

And only 35% of people think climate change is man-made! So, of course education (and stopping mis-education) is key to improving that number. But this article is good at describing how we must re-focus how we set priorities and market adoptable behavior to the general population.