Often the focus on consumption decisions is accompanied by a failure to prioritise. Consider, for example, the recent wave of advocacy for reducing plastic. The total impact this has on the environment is tiny. You would have to reuse your plastic bag eight thousand times in order to cancel out the effect of one flight from London to New York. And avoiding plastic has only a tiny effect on ocean plastic pollution. In rich countries with effective waste management, plastic waste very rarely ends up in the oceans. Almost all ocean plastic comes from fishing fleets and from poorer countries with less-effective waste management.