Some will involve giving stuff up. Low cost flights for one. People will still fly, for sure, but not at the level described by LastMinute.com in their “Take5aYear” advertising (which incredibly just picked up an award as ‘the best’ travel industry poster campaign of 2007!) Some recent research found that 80% feel guilty every time they fly. And also that 41% are already using their car less. The message is getting through, and splurging carbon is becoming about as socially acceptable as a fur coat, just look at all the stuff levelled at celebrities.

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