So the latest plan to reduce carbon emissions is to be trialled in the wealthy London area of Richmond upon Thames.
Owners of the most polluting vehicles - Jaguar X types and 4x4s - are going to see the cost of their annual resident parking permits rise by up to £200, while owners of environmentally-friendly vehicles - electric or hybrid cars - will be rewarded with discounts or free permits. Those who own more than one car will also be hit.
The aim of the scheme, which, if successful, could be picked up by other local authorities, is to persuade people to choose less polluting cars.
Green campaigners, such as Richard Bourn, of the pressure group Transport 2000, have welcomed the move.
"This is the future. The government is already moving in the direction of polluter pays with road pricing and I think we'll see more schemes across the country that target more polluting vehicles in a similar way."
But, with a new report saying that we are already using 25% more resources than are renewed naturally each year, is it a bold enough move?
Like congestion charging, road pricing and carbon offsetting, is it just making people pay more to maintain their existing lifestyles?
Would a bolder move be something that gets people not just into smaller cars, but out of their cars altogether and on to more and better public transport?
