[BurningFrog]

That's true. So take that thought a little further.

How does it happen that everyone, on average, recycles or uses less energy?

In general, by making non recycling or energy use more expensive. This can come from regulation, taxes, social pressure. Technical innovation can also sidestep whole issues by using less energy/materials and/or producing more. Maybe there are a few other paths.

Those things actually make a difference. Focus on them.