[RobAley]

Perhaps we are talking at cross purposes. I'm not saying "every little helps", more like "ALL little helps". Saving 5% of my ketchup doesn't help me save 5% of my carbon emissions. Saving 5% of the ketchup, 3% of the mayonnaise, 10% of the plastic bags, 7% of the car fuel etc. etc. does help.

I could probably meet my individual targets by simply taking a big action like scrapping my car. But I'm not going to do it (for various reasons), and most people won't either. I'm much more likely to meet them by skimming a small amount of the top of a lot of other things than changing my lifestyle significantly in one or two areas.

Big change is needed, but it can come from a few big things or many little things. I disagree with the sources that you cite only in so far as I think, given the society we live in, the little things route is much more likely to succeed, particular in the consumer arena.

I think we both agree that just a little bit of a little bit isn't going to help.