Funny, I had this exact discussion with a colleague at work the other day. She claimed this is nonsense and won't change anybody's mind.

Then she mentioned that she just had bought a new car. I asked what kind, it's a hybrid. I asked why? Well, because her old car was using so much fuel, and with recent price hikes, that became too expensive, so she just bought one that was significantly more fuel efficient.

The _exact_ same person! Just 2 minutes after claiming monetary incentives don't work demonstrated that it actually worked for her!

I have high hopes that price hikes are what convinces people to change their behavior. Not ads, not appealing to ethics or conciousness or "the future of your kids" or pictures of dying polar bears. You need to feel it in your wallet, then you act, plain and simple.