To both of the previous two posts:
Yes, it is an immensely difficult problem and a diversity of approaches is undoubtedly required. I think Des makes a very good point, and perhaps I misunderstood his earlier posts. Little as I personally like the idea of branding and image projection as Hugh asks about, it probably is necessary to motivate certain people — who basically also have a lot of other things to do with their lives.
AND even I get tired of the doom and gloom. All stick and no carrot is no fun.
AND it is vitally important to have fun — and to pay attention to the local details!
May I suggest a film? I watched Whaledreamers last night — it puts the whole eco picture in a somewhat different frame that can at least stimulate some thinking and engage some feeling, although I'm sure that both Hugh and Des will find a reason or two not to find it completely satisfactory. And I didn't find it entirely convincing — but there was something to it that my mind and heart will chew over for some time to come.
Loads more info at http://whaledreamers.com/html/ — but try and get around to watching the film. Maybe we should have a quiz!