I feel like a lot of people don't understand that you can't consume your way to using less.

#1 is "reduce" because if you just use less, then you don't need to mine anything more, or farm anything more, or build anything more. Ideally, if you care about the environment that's the most direct way to improve things.

That isn't to say that we don't need to build out greener infrastructure. What it does mean is that anytime that we are doing industrial scale manufacturing like this, we have to be very careful because it's going to inherently damage the environment, and if you're going to do that you need to do the math to figure out if you're doing something that's net good.

I think a lot of people aren't there yet, they just assume that you do the thing that's good and you're doing good without regard for the cost.