In the past, the incentive to "do the right thing" was much higher, because people were part of communities that valued each other and the average person looked to be a net positive within the community. But the more we have disconnected from each other and taken individualistic approaches to life, the shorter our sight has become. For example, many people are choosing not to have children today for various reasons, like economic and environmental concerns. But, this of course has a doubling-down effect on short-sightedness, because these people don't have to worry about what happens to their kids in the future, as long as they feel okay during their own lifespan. What does it matter to pollute when I only have twenty or so years of life left?
We are becoming more individualistic every day. In a world where community bonds are weakening and on the verge of breaking, doing the right thing can only be achieved through collective consciousness.
It's important for individuals to act consistently on certain issues. On the one hand, someone who avoids lamb to reduce their carbon footprint should also be able to refuse a cheap plane ticket when they see one.
In a world that has forgotten community, it is impossible to have a solid collective.