when I was young

you could buy a "big" candy bar for ten cents:

and a nickle for five cents

the most unimaginable devastation

Today the scientific community is in almost total agreement that the earth’s climate is changing as a result of human activity, and that this represents a huge threat to the planet and to us. According to a Pew survey conducted in March, however, only 1 in 4 Americans see global warming as a major threat.

If it’s not a data deficit that’s preventing people from doing more on global warming, what is it? Blame our brains. Renee Lertzman, an applied researcher who focuses on the psychological dimensions of sustainability, explains that the kind of systemic threat that climate change poses to humans is “unique both psychologically and socially.” We face a minefield of mental barriers and issues that prevent us from confronting the threat.

Gifford lists factors such as limited cognition or ignorance of the problem, ideologies or worldviews that may prevent action, social comparisons with other people and perceived inequity (the “Why should we change if X corporation or Y country won’t?”) and the perceived risks of changing our behavior.

Lertzman has come to the conclusion that this is not because of apathy — a lack of feeling — but because of the simple fact that we care an overwhelming amount about both the planet and our way of life, and we find that conflict too painful to bear. Our apparent apathy is just a defense mechanism in the face of this psychic pain.

“We’re reluctant to come to terms with the fact that what we love and enjoy and what gives us a sense of who we are is also now bound up with the most unimaginable devastation,” says Lertzman. Read more: http://science.time.com/2013/08/19/in-denial-about-the-climate-the-psychological-battle-over-global-warming/#ixzz2cS9Kt0Gs