Shrill messages can and do backfire, but I think there might be a point to add. If we go vegetarian, as an example, we're likely promoting new vegetarian industries which then can create real alternatives for wider and wider groups of people. For example if people start a craze for foods made from kelp and it spreads, then it can become a part of larger government-arranged action.
The same is true for alternative energies.
Meanwhile you'll agree that the consumer is indeed the most important part of any economic activity, and that they often have the most choice, as most corporate managers answer to shareholders who in turn answer to short-term profits.