consumers are often the ones who apply the pressure to address climate (don't wait for the fossil fuel companies to take this on themselves)

Possibly, but equally consumers have not cried out for nuclear power for the last 40 years in most countries, which would've annihilated so much coal use. Consumers can more recently be won over by nice packaging and messages if they can afford a product that has green PR, which is great, but that's really minimal.