From the Guardian:

“If a billion people around the world were to take a few small steps and make them into permanent lifestyle changes, global greenhouse gas emissions could be significantly reduced, a new campaign argues.

“These actions can be as simple as eating local food, forgoing meat at some meals, and wearing clothes to last instead of throwing them away after a few outings.

“The campaign, which is backed by businesses including Ikea, HSBC, BT and Reckitt Benckiser (owner of brands such as Cillit Bang, Gaviscon and Durex), is urging people to sign up to take at least one simple step that would reduce emissions.”

One can almost smell the greenwashing wafting off that bunch. Ikea? Gimme a break! How about making furniture that isn’t already eminently chuckable after twelve months before learning us stuff, my dear Swedish friends?

“Count Us In invites people to sign up online for the steps they want to take and a level of commitment, such as moving permanently to a different diet or promising not to fly over a specified period.

“There are 16 steps on offer, of varying levels of difficulty. These range from having your house insulated, buying an electric car or solar panels and opting to fly less, to writing to political representatives and reusing and repairing belongings rather than buying new ones.

“Some of the measures – such as turning down the thermostat and buying fewer new clothes – are ones that many people do routinely out of necessity rather than choice. However, the campaign aims to raise awareness among consumers that patterns of high consumption are unsustainable.”

Building furniture that lasts can also be sustainable.

When I decided to post about this article, I had a positive buzz about it. Then I saw all the big companies in the background. And then, not really a surprise, some pushback:

“Some climate activists not involved with the campaign privately expressed reservations to the Guardian, saying that large companies and governments must shoulder more responsibility.

“Joel Lev-Tov, a youth climate activist, said: “[I find it] absolutely disgusting. It’s blaming the consumers for their choices instead of the fossil fuel companies and big business who are emitting more CO2 than I could ever emit in my lifetime in a few hours. While I appreciate the intention behind their campaign … individual change won’t help us solve the climate crisis.”

The fact that I’ve not heard a word about this “movement” since the article came out is probably not a good sign.

If you’re inspired to give it a go nonetheless, here’s their website.

May the force be with you and your uncomfortable Ikea sofa.