If we are strong enough, brave enough to do what is right we will set an example for other cities. If enough other cities each care enough, each one influencing yet another in a chain reaction of behavioral change, markets for all manner of green products and alternative technologies will prosper and expand. Consciousness will be raised, perhaps even changed: new moral imperatives and new taboos might take root in the culture. Driving an S.U.V. or eating a 24-ounce steak or illuminating your McMansion like an airport runway at night might come to be regarded as outrages to human conscience. Not having things might become cooler than having them. And those who did change the way they live would acquire the moral standing to demand changes in behavior from others – from other people, other corporations, even other countries.