Consumers' War

The war that Russia has started on Ukraine is fought by armies, but equally is also the war which can be won with the support of consumers globally. Ukraine is defending the fundamental rights to independence and freedom. And these are the values of ultimate importance to the whole world. Russia has been stricken by very broad economic and political sanctions. These sanctions, however, could be even more severe.

The problem with sanctions is they are imposed by governments who - in turn - care mostly about the electorates. And the electorates, especially in countries not in direct proximity to the war, are not that much willing to give up on their comfort and convenience. People are complaining on rising energy prices, not understanding the importance of the fundamental values this is about. That is also amplified by the lack of understanding how the world works. 

The common perception, for example, is that increasing the oil drilling in the US is a bad thing. But we are not increasing the global oil consumption. So people are OK burning the Russian oil, while not OK to burn the American oil. Oil is oil and warms the global climate we all share. Delocalization has been the absolution. Electric vehicles are considered green, because nobody wants to hear where the electricity comes from.

Saving energy typically comes with some level of discomfort - turning down thermostats (when heating) or up (when cooling) is a discomfort. Using public transport instead of  a personal vehicle is a discomfort. Purchasing goods wrapped in plastic packaging is more convenient than providing own reusable containers. And we - as a society in general - are not that willing to give up this comfort and convenience. But the world has changed and it is now the personal responsibility to make good choices. Everyone can participate. Especially as the most fundamental values are at stake.