Gristmill published a "guest essay" last fall from controversial Environmentalist's Ted Nordhaus and Michael Shellenberger.

Ted and Michael are founding members of American Environics. American Environics is a research and strategy firm that uses cutting edge social values , psychological and cognitive science research to inform social change strategies. In the essay Ted and Michael explain that there are five reasons why setting a price on carbon dioxide, either through a cap and trade approach or an outright tax, cannot reduce greenhouse gas emissions anywhere close to what is needed.

This kind of cognitive thinking is more of what we need to create a paradigm shift in the awareness needed to really get going on "Greening our World".