The power to influence individuals' decisions is the power to change the world. Media has that power - it reaches more than 75% of the global population and the existence of an advertising industry demonstrates it can influence the decisions that we make. No government, no company, no supranational body has both reach and the ability to change our decisions. How can media help the world "accelerate out of trouble"?

David is Climate Change Adviser to Tomorrow’s Company and was the author of the Tomorrow's Company report Tomorrow's Climate - beyond peak carbon which you can find here. This article is based on David Vigar's speech at the launch of that report on 16th July 2009.