Increase awareness of climate change in general

Increased awareness can lead to "green consumer" habits

Rationale: https://hbr.org/2019/06/research-actually-consumers-do-buy-sustainable-products

Leverage social networks to encourage consumer shifts

Social networks can influence consumer behaviors and buying patterns - leveraging these social networks can help expand increase product or service take-up.

Rationale: (need to add)

Distinguish between guilt and shame

People may not like feeling guilty, but are more likely to act than when feeling shame

Rationale: (need to add)