So learn from them. Let your friends, colleagues, rivals, opponents, casual acquaintances and everyone you can think of know what you have done, how you have managed it, and why – there are still people who are not convinced that climate change is real or important. But do it in a way your listeners can hear and understand. Tell them that if you can make the effort, then anybody can. Let them see that what you are doing is rapidly becoming the norm, not the exception.
You probably looked at some of the case studies in earlier chapters, and quite likely you thought they provided useful pointers for you as you embarked on the first phase of reducing your impact on the climate. They inspired you, and now it is your turn to provide inspiration to others.
The effort to become climate-neutral can sometimes arouse incomprehension or even hostility, and if you are accountable to shareholders or employees or voters you may find they expect an explanation from you. It is much better to offer them an explanation before they get round to demanding one. That way you will not sound defensive or apologetic, or as if you are trying to hide something. So telling your story to the people you answer to makes good sense, and may also enlist them to support you and to follow your lead.
As an individual you are the one category least obliged to market your efforts. That does not mean there is no worthwhile effect from doing so, in particular when your experience might be the first step for others towards climate neutrality. Make sure you tell your family, friends and neighbours for a start. It is also well worthwhile to go back to people whose advice you sought when you started out on the climate-neutral path: tell them what worked for you and what did not, because there is no one-size-fits-all approach. Different strategies work for different people and groups. Reporting back may help your counsellors to refine the advice they give to others who follow you.