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To be clear: the direction I'd like to see isn't ignoring larger-scale changes but embracing that these things are linked. Companies don't burn fuel for fun, but for profit (or non-capitalist modes of resource allocation - if the central party committee decides to satiate the people's hunger for meat and cars, that's also a problem). And the profit there comes from all of us, individually as well as collectively. So action against that probably should also happen on both levels.
I think the issue lies in that the corporations have an incentive to keep the increased carbon footprint and the average person composting or sorting trash for recycling (typical footprint reduction suggestions) does nothing to reduce this incentive. Moving the markets desires away from items with high carbon footprints is a monumental task and one we should strive for but a faster method of reduction would be direct pressure to the corporations exploiting cheap labor that has a higher carbon footprint cost