Developed countries may need to reduce greenhouse emissions by 80% to mitigate climate change. This book discusses how to steer and orchestrate the transition to a climate-friendly society, and explores the dilemmas and the issues surrounding making this transition. An authoritative, albeit slightly dense, tome, more geared toward academics than practitioners. Marketing professionals may find nuggets here about the kinds of changes citizens are, and aren’t, willing to make, and how to key messages are likely to be received.