Climate Change in the Attention Arena of the Middle Class

Abstract

Good intentions by the middle class are not always well guided and do not always lead to measurable or significant results. For example, efforts to limit greenhouse gas emissions may hold broad appeal but can still have negligible impact. Therefore, it is suggested to embark on “Apollo projects”, which bundle the potential and willingness of the middle class. These projects should focus on the development of specific technologies, with economic advantages to support their spread throughout the world. Doing so will harness the middle class in support of greenhouse gas emission reductions in the gigaton-range. Such pan-national projects, for example, could address emission-free ship- or air-propulsion, the electrification of heating or of processes in the chemical industry.