Or 'How I learned to start worrying - and love carbon.'

Since we humans are wired for loss aversion, it seems a shame that trying to combat greenhouse gas emissions got framed in terms of 'cutting down' (and reducing your - awkward analogy alert - 'carbon footprint'). Would this have worked better if we'd reframed it from the outset as the attempt to conserve as much carbon in the earth - say, in the form of fossil fuels and plants - as possible?

The 'carbon footprint' uses the psychology of guilt. We have to lose out, and 'carbon' somehow becomes the villain of the piece. Could the earth's natural carbon have instead become this incredibly precious, magical resource that we should hoard - on a par with endangered species?

(For some truly inspirational reframing of this particular element, give Primo Levi's wonderful words on carbon a read or a listen too.)