The language in which we describe reality can often be a powerful shaper of that reality. That is, language does not necessarily follow phenomenon in the real world, it can also lead. For instance, one's ability to frame an issue or debate is widely recognized to affect public acceptance or rejection of one side or another of that issue. Hence the debate in the United States about abortion is also called reproductive rights, and the issue has been variously framed as 'right to life' or 'right to choose'.

What we are suggesting is the following powerful idea. Instead of the reference of 'waste of money' as the epitome of wastefulness, make the personal change in your speech to the reference 'waste of carbon'. We can no longer afford to rate things to do or avoid on the blind scale of monetary value. Instead we must rank them on scales of sustainability, for which atmospheric carbon is the current acid test.

Try it. The next time you are debating or discussing whether or not to do or buy something, say outloud "Is this a waste of carbon?"