Plenty of studies show how we can save the planet and save money all at once. Many of them happen to be produced by McKinsey. Economists tend to deride them. If you could really save money by being green, why wouldn’t everyone be green all the time?

Turns out there are plenty of obstacles.

McKinsey should know. If all markets were efficient all the time, there’d be no need for management consultants in the first place. Why would you hire someone to show you how you can do better, if you are perfectly efficient already?

But there’s another reason why saying that climate policy will be free may not work.

This one is psychology: Why would something be worth doing, if it were free? Sensible climate action isn’t nearly as expensive as some critics would like to believe, but talk of it being free may not help the cause. Cheap? Yes, but nothing worth doing is free.

(At the very least, you’ll need to hire McKinsey to show you what to do. And that can get pricey.)