The dying planet: its a rich man's world

In the fight to keep our Earth turning, its money that makes the world go round. The world's richest 1% encompasses 44% of global wealth and some of the members of this exclusive club, coincidentally (or not-so-coincidentally) happen to be some of the world's most influential. Jeff Bezos, Mark Zuckerberg and the like have the ultimate power for change - which makes it all the more damaging that they contribute the least to the cause. Greta Thunberg and the Extinction Rebellion have done well to inspire ordinary folk like you and me to do their own bit for the environment, however, Greta did not set out to do this, in fact, her goal was to arouse change in the men with the moolah: the celebrities, the CEOs, the biggest influencers.

If you're living comfortably on your money, you can try out what I like to call the luxurious eco-friendly lifestyle (perfect for those who don't feel like doing much but get pestered by their conscience now and then.) Trade in your gas-guzzling Range Rover for a smooth-sailing electric Tesla Model X (only £82000!); instead of flying, head down to your villa on the French riviera via Eurostar first-class; buy your groceries at an artisanal vegan food shop - "saving the planet is simply marvellous, isn't it?" you say, sipping on an organic soy milk iced latte. But what if you don't live so comfortably? Perhaps you live in a disadvantaged area; a single parent without a steady income; a disabled or sick family member to care for full-time; debts to pay and you don't quite have the money and/or time to make Jessica Chastain's vegan tempura rolls for dinner. Many people testify that plant-based diets, while seemingly more bougie, are actually cheaper long-term than meat-based diets, but remember its all relative. If you're a meat eater on the breadline, going vegan doesn't mean giving up expensive marinated flank steak, Sunday pork joints or free-range butterfly chicken, it's giving up fatty meats, battery eggs and highly processed ready meals - all of which are bad for the planet, bad for you but significantly more affordable than vegan alternatives. As poverty rises, making the rich richer, and the poor poorer, its unsurprising that saving the planet is left on the to-do list of the former. Obscene wealth has a nasty habit of eliciting greed so if money decides who has the power for change, then maybe it is time we appeal to some of that greed.

Jeff Bezos/Mark Zuckerberg/Anonymous billionaire, you threw all that chump change on those eco charities last year and you're still being berated to help the environment. Other than saving the world, whats in it for you? Let's talk business. Climate strikes are being carried out in major cities across the globe with millions in attendance, a recent survey of Australian and US citizens revealed that 77% wanted to learn how to live more sustainably - one thing should become clear: your target markets are changing. Green consumerism is hot right now (not just with the millennials) and those who have stayed ahead of the game are already reaping the financial benefits. Plant-based milks, for instance, are more than on the up. What started off as a merely a drink to settle the stomachs of lactose-free folk is now considered white gold to entrepreneurs and consumers alike. A 2018 shortage of oat milk forced the renowned brand, Oatly, to up their production by 1250% and this figure is reflected just as highly in their profits. According to a year-long Nielsen study of the most fast-moving consumer goods (coffee, chocolate and bath products), the sustainable products were the champions, showing higher growth rates than their competitors on all counts. Sustainable measures are not only saving companies money but as consumer priorities go green, they are generating bountiful profits.

A universal message: the rich will always have power for change but I attest that there is still no better substitute for self-sufficiency. What you do always makes a difference, though it might not feel that way. You're not fighting this fight alone and doing your part for the cause does not have to be a huge ordeal. Check the lights are switched off when you leave a room, slap on an extra jumper instead of racking up the central heating, give nut milks a whirl, or eat vegan one night a week - the list is endless and there's a part to be played by each and every one of us.

The state and wellbeing of our planet is a concern that unites the richest and poorest man and my advice for both of them is: stay informed. The best thing you can do for your planet right now is to learn and keep in the loop. Find out why meat and dairy have got such a bad rap, find out why the Australian bushfires were so devastating or why UK flooding has gotten so out of hand this year.

Find out just how important the cause is and the rest will come naturally.