Climate change has been discussed as a matter of science, regulations, and, of course, markets. Pope Francis is trying to reframe the subject in terms of common morality.
Ever hear of the famous door-hanger study? More than 1,000 families got different messages on their doors about saving energy and why. Some door hangers said do it for the planet. Others, for their kids' future. Or to save money.
The only doorhanger to spark change said, "Do it because your neighbors do."
The power of the tribe. Go against it, and you can have a problem.