Doing the Right Thing Because It’s Easier

Economists, behavioral psychologists, change-makers—all have been fixated by the knotty question of how to change ordinary behavior by average people in daily life to make more progress on sustainability. While research shows that a majority of consumers in surveys choose the “right thing,” there’s a yawning gap between their conceptual choices and reported actual behavior. A blog by Dr. John Izzo for Sustainable Brands suggests a solution: make doing the right thing a default choice. So, Izzo suggests reversing systems to “opt out” of sustainability rather than “opt in.” He outlines several examples, as simple as airlines serving drinks in cans unless you ask for a plastic cup. Read the whole list and see how these little things could add up to big changes.

John Howell, Editorial Director

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