kolmogorov:

...We can't have everything. And if our planet groans under our burden we may have to make additional choices about which things we will have and which we will not. The key question is, who decides which of all of these things we don't need you will get to have? Suppose the planet can afford for everyone to have two of these things we don't need? Who gets to decide which two? God, I hope it's me and not the city council. ...

Who gets to decide? Well, ideally people should just be pursuaded to do these things without anyone forcing them to do it. A lot of the things we take for granted as 'necessities' are just cultural artifacts. If enough people in the society stand up and say 'we're not doing it anyore'- then it becomes socially acceptable for everyone else to stop doing it.

Just like a few prominent movie stars started carrying around those cavas shopping bags- lo and behold- within 2 years- you see people using these shopping bas in every supermarket throughout the land. Men used to wear ties to work. The west coast corporations started to dress down, and nowadays- except for a few 'uptight' industries- most people go to work in casual clothes.