Slowly, Slowly...
When it comes to selling green tech and energy generation to the general public, I would say we've been using the wrong narrative to convince people with limited resources to buy into the the new low-carbon revolution. Everything hitherto has been framed in grand gestures and bleeding edge technology, none of which is affordable to most of us. £30-40k for a car? £10k for a solar installation? Heat pumps, ground source, passivhaus, triple glazing and the rest of it spell a second mortgage [if you're lucky enough to own your own place] even given any available grant support. Couple this with the largely shaky trustworthiness of pretty much global private outsourcing in the provision of the stuff, and you have a pretty solid recipe for general apathy regarding adoption, leaving the uptake of green tech to the fashionistas-with-the-dosh who oh-so-want to demonstrate their green creds in offsetting their otherwise ludicrously energy-profligate lifestyles. A re-framing of the basics ...