Seems implausible to me that this is a problem that's going to be solved by asking people to make personal sacrifices. The numbers don't add up.

When the op says, "we should focus on…" I assume he's talking about policy, technology, etc., not individual concessions.

The best argument I can imagine for encouraging individual concessions is that, if the campaign to do so is massively successful, it might create a new norm, which will increase public awareness, which will increase public support for new policies and participation in the development of new technologies. But imo that's an unnecessarily roundabout course to chart.