Motivating individual environmentalism

Interesting to see the IPPR pickiung up the question of citizen level environmentalism. They critique, as Glasshouse did in our Branding Biodiversity report, the over-inflation of claims and over-emotionalisation of outcomes - fearing that it may switch people off, and encourage free-rider principles, or simple despair. Well done the IPPR for raising this communications question. However, I'm not aware of any evidence that porn switches people off sex... Neither does enviro-porn switch them off the environment. What it can do, though is to confuse their understanding of what's real and what's fake. Not all women have DD breasts...not all enviro-technologies work.