Shorter shower, separate waste, eat less meat, less flies — all well-meaning advice that is thrown around your ears every day. Through campaigns, governments and companies have been explaining how you can make a difference for decades. After all, a better world starts with yourself, was the image that Jaap Tielbeke was presented from childhood.

But he let go of that idea. Let's stop pretending that private consumers have the problem of #klimaatverandering can solve, he argues. The only option is rigorous intervention by politics and business.

The myth of the green consumer

A better environment doesn't start with yourself