People must use less transport, eat less red meat and buy fewer clothes if the UK is to virtually halt greenhouse gas emissions by 2050, the government's chief environment scientist has warned.
Prof Sir Ian Boyd said the public had little idea of the scale of the challenge from the so-called Net Zero emissions target.
However, he said technology would help.
The conundrum facing the UK - and elsewhere - was how we shift ourselves away from consuming, he added.
In an interview with BBC News, Sir Ian warned that persuasive political leadership was needed to carry the public through the challenge.
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