"Individual action" is a euphemism for changing your lifestyle in the slightest, even if imposed from outside through tariffs/taxes or other regulation. What people want is their exact same lifestyle, except eveything bad has been spraypainted green. It's understandable, I want my wishes to turn things into gold.
Action against companies is an extension of action against consumption, not an alternative.
I'd say many are ready for individual action but are discouraged on a daily basis especially by
- hypocritical politicians and environmentalists traveling the world on first class/private jets
- negativity like yours and the one I originally answered
- misinformation/information overload/infighting: whatever good someone tries to do someone will pop up to explain why it is bad: nuclear, organic, frugality, you name it, someone will magically pop up to tell you how worthless exactly your contribution is.
I say: almost every effort is worthwhile as long as one doesn't actively destroy. At least spread enthusiasm and knowledge.
Not sure if we agree or not.
To make it clear, what I write is not about individual actions but about smart legislation and massive campaigns:
- mandate teaching practical repair work instead of todays "feel good"/"feel bad" subjects environmental studies in school
- a giant hike on import taxes on fast fashion and cheap "use once" gadgets and electronics
- gradually increase mandatory warranties until selling low quality is a losing prospect
- make "news anchors" - at least in public tv stations - use more ordinary clothing, and reuse it.
- do make ads and tv shows about cobolt mining
- do inform the public about our unhealthy dependency on China
- do make ads about the stupidity of living in wastefulness
- edit: do mock "individualism" that consists of having to go to exotic places
- edit: do tax food import! Urge other countries to do the same! Especially anyone who burns rainforest.