We keep hearing about climate change and the world as we know it coming to an end but we don't see any action at the level it warrants. It puzzles me why, why are we ignoring these evident signs?
Then I realized that it's our optimism, to be precise our optimism bias, the thought that bad things will not happen to me. There is a belief that floods are happening someplace, the ice melting at other and drought is happening elsewhere. The key to the bias is not that we don't understand the situation but fail to account for any negative impact on our lives. Even though this bias seems limiting, it is actually important to function, otherwise we will not be able to take even simplest risks of turning on a gas or crossing a road.
What we need is a marketing campaign like that of insurance. It has the same applicability of losing something currently to insure your future. That is how we can get people to care for the environmental changes by linking it to their personal future.