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It has nothing to do with fairness. Modifying consumption at an individual level doesn't help and isn't even a step to solving the problem. It's literally propaganda to shift blame and make sure nothing is ever done to address the issue.
If you're relying on individuals you may as well just give up. There needs to be systemic change forced by legislation.
Modifying consumption at the individual level unintentionally creates boycotts that the local consumer isn't even aware they are involved in. This compounds when the local consumer happens to be an upper manager, because they will carry their biases against corporations, such as Nestlé, into the corporate world, and continue their own boycott of services that are undesirable.
Again, totally unfair to the individual since we carry so little responsibility, but we also carry the ability to crush corporations that refuse to follow the people's will. Look a bit deeper into why Enron, or Sears-Roebuck collapsed. You'll find that your real power is burying corporations that have no value.
Modifying individual consumption is literally the only viable solution. It just cannot be voluntary.
That was sort of my point. I guess it would be better stated as putting the decision making at the individual level doesn't help, or something like that.
Then it isn't propaganda meant to shift blame.
Blaming "the top x%" of corporations is effective propaganda that does shift blame.
People are going to fight carbon taxation, even with a dividend, and if they think "just go after the rich" will help, we'll never get it.