It's just a replay of the carbon footprint playbook.
Same way that companies that produce a lot of waste are weirdly keen on "everybody doing their bit" with recycling: https://www.treehugger.com/shell-oil-preaches-personal-respo...
Or the way that jaywalking was turned into a crime by the motor car companies: https://www.grunge.com/721704/the-truth-about-how-jaywalking...
Or the way poverty/homelessness is framed: https://www.marketplace.org/2012/10/05/personal-responsibili...
It also helps remove personal politics from the equation if everyone already sort of agrees we should be mindful as a standard sentiment. The fact that we have folks whose identity is tied to pollution, to the point where we had people at rallies going “drill baby drill!” barely more than a decade ago, says a lot. Remember: the GOP created the EPA. They used to be more openly supportive of conservation.
The truly responsible parties love the fact that millions of Americans are going to bat for their “right” to trash and pollute our country.
This is a failure of state's energy policy, trying to pass the blame on regular citizens