“Yes, I know I should do more, but I don’t know where to start“. Whenever one knows I work on sustainability, this question comes over and over. Climate sustainability, social responsibility, human rights, women rights, support local shops… that is really too many things, it is easy to get confused and we do get lost. The indications of “what we should do” that I see in the media or in “green communications” are often too complex or too naive. Either we should all be a “climate hero” going “zero” on anything at once, we are given suggestions that are just soothing our wish to engage but have really little impact…