Humans are animals of habit. We like our little comforts and although we are capable to give them up for a short while for a cause, this feeling wears off very fast. getting out of one’s comfort zone feels almost impossible which is why we only do it sustainably when lives change suddenly and drastically. That cancer diagnosis, that heart attack, or being the victim of something sudden and very violent. And even that does not suffice in most cases as we know well. Freeze to hurt Putin won’t hold up. We need real solutions that work now. No more marketing fluff.
That means tenants may find themselves freezing in underheated apartments all winter long. But it’s all for a good cause, politicians are insisting.