Which motivates consumers more - saving hard cash in rather large amounts, or making an invisible contribution to an incredibly complex global problem that has little immediate impact on their lives?

The real question is why anyone is even asking. Of course the indisputable appeal of saving money trumps environmental concern as a driver of making real changes to behaviour in ways that may be, at least initially, inconvenient if not uncomfortable.

It is not in the least bit surprising that it was record petrol prices that led Americans to drive 1.4 billion fewer miles in April than in the same month last year, rather than fear of global warming. Neither should the fact that the price of energy may finally make us turn our thermostats down a degree, or start to switch our appliances off instead of leaving them on standby, raise a single eyebrow.

But to conclude rashly that consumers have never cared at all about the environment would be entirely erroneous. And for an energy company - or a carmaker or any other corporate entity peddling fuel efficiencies that save cash - to decide to make economic savings the sole focus of their messaging would be incredibly near-sighted.

Far better to start working hard to weld the concept of efficiency savings to economic and environmental benefits. When it comes to energy consumption, the link is hardly obtuse. Less energy equals less cash equals less carbon dioxide. The logic is indestructible.

Just because the ecological angle may not be the primary factor driving behaviour does not mean that consumers will not value knowing that they are making a positive difference. And the more the corporate can be associated with helping the consumer to save money and the world - and be seen to care about both - the greater the composite reputational benefit.

So, rather than think that as economics rises to the fore it pushes all else aside, grab hold of it and run with it: for a green message, it is a powerful ticket to ride.

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