The trick is to change what counts.

If we focus on and promote value systems that change society's definitions of success, then the required climate actions will be obvious, and we'll all strive to be winners in a better game.

#TheValueCrisis

So long as these are the rules of the game, those 'loser' actions will be resisted. It's all very well to intellectually reframe these actions as wins for humanity as a whole, but so long as we're still within the existing rules, you're still asking people and corps. to be losers where it counts.

Many actions on climate change (carbon taxes, offsets, emission caps, transport & consumption reductions, less global trade) result in outcomes that people and corporations perceive as serious losses under society's prevalent definitions of success (wealth, convenience, externalized costs, etc.).