It is their responsibility , though it should be at pain of death (of their profits), to innovate in order to supply what we demand sustainability. The problem is they are not compelled to do so by any mechanism - regulatory, or market driven. And worse than that , the biggest and most culpable perpetrators of these crimes against humanity (and all other living species present and future) have actively campaigned to misinform, divide and conquer, politicize, deflect and distract (including shifting all responsibility to the individual) since they’ve known for decades that this is coming and when they alone had the means and capital to adapt, innovate, research and develop solutions for the good of all, including themselves if they’d only planned for something other than their own pockets this financial quarter.