Warning: This isn't about copywriting. However, we need look at the economic models we fuel. This is about excess - where convenience is unnecessary and necessities are inconvenient.
If you know me or follow me on social media, you'll know I'm a bit of an eco-warrior. Climate change is something I fight, probably more so than human rights, Brexit and preservation of antiquity.
They're all unnecessary conveniences.
We live in an age where you can buy food from a pharmacist, a petrol station and a stationer.
No one pops into Boots for haemorrhoid cream and thinks; "oh, I'll just pick up some grapes for lunch while I'm here". Even though there's a Pret next door and a Tesco Metro opposite. The whole concept of going 50 paces next door to buy something from a shop who's specialism is that thing seems to be a catastrophic concept.
I know, I know, a business wants to maximise profit. It doesn't want to lose £5 from someone shopping for a newspaper and sandwich. So just sell sandwiches too.
However, think about the food waste. In one square mile where I live you have a panoply of newsagents, cornershops, petrol stations, supermarkets, pubs, cafes, restaurants and shops that sell food.
If food wasn't sold at a petrol station, then you'll just have to go without or just plan better. Instead of stopping to pick up a bottle of wine or dinner on the way, just make a little detour to go to a supermarket (which are just as ubiquitous and open 24 hours) or add it to your weekly shop. And if you forget or succumb to cravings, then it's tough.
For me to buy food or clothes I don't really need is really easy. It's just a click away or a hop skip and jump from the office.
For me to do something necessary, like go to the doctors, have a blood test, MOT the car, get the boiler serviced, etc. it's decidedly inconvenient.
I'm lucky enough to work in a industry and companies that encourage working from home. However, what if I worked in healthcare, teaching, retail or the emergency services? I don't have that luxury.
I can't have a Skype consultation with my doctor or the ability to go to a doctor that's near my workplace. There aren't any mobile mechanics that can come to my house or office to service my car. And these industry operate in working hours, there's no out-of-hours boiler engineers.
All these things aren't just necessary because of the law, they can be life saving. Yet it's easier for me to fuel the demand for over-fishing by being able to buy tuna from nearly all retailers in one square mile of a town than it is for me to get a mole checked.
Demand for food and fashion might be high, but supply is unnecessary higher. Limit the supply on goods that are harming us and the planet, and we'll learn to make do or just change our behaviour.