" Late capitalism teaches us to create ourselves through our consumer choices: shopping is how we form our identities, find community, and express ourselves. Thus, telling people that they can't shop as much as they want to because the planet's support systems are overburdened can be understood as a kind of attack, akin to telling them that they cannot truly be themselves. This is likely why, of environmentalism's original "three Rs" (reduce, reuse, recycle), only the third has ever gotten any traction, since it allows us to keep on shopping as long as we put the refuse in the right box. "

― Naomi Klein , On Fire: The Case for the Green New Deal