Historians will quite likely say about us, “They ignored the biggest issue of their time: climate change.” In last month’s US midterm elections, there was far more hysteria over the so-called migrant caravan. In France, President Emmanuel Macron has just given into the gilets jaunes protesters by suspending planned fuel tax rises. The COP24 climate summit in Poland isn’t even the story of the week. In short, green communications have been disastrous.

Yet somehow we’re going to have to transform our economies. The world needs to reach net-zero carbon emissions in 50 or 60 years, says Nicholas Stern of the London School of Economics. The EU aims to get there by 2050. So how can we revamp the selling of green?