Promoting sustainable behaviour is a critical part of society’s response to climate change. This short, practical book shows you how to build a sustainable behaviour campaign that works.
There are more and less effective ways for businesses, NGOs and governments to encourage people to act in a more sustainable way, and some common pitfalls to avoid. By summarizing "what really works" and pulling out the most important take-home messages from the evidence base, this book contains all the tools you need to maximize the success of your sustainable behaviour initiative – in households, when commuting, in the workplace and beyond.
By looking beyond individual behaviours to people’s sense of identity and values; by incorporating social signals that provide such important cues for our everyday behaviour; by pointing out strategies that attract (and keep) people’s interest; and by understanding how to break bad habits and create good ones, this guide offers the best chance of making a sustainable behaviour campaign work, to create a lasting change in behaviour.
Many environmental communicators still labour under the misunderstanding that ethical behaviours can be isolated and sold in the same way as iPhones or deodorant. With characteristic clarity and authority, Adam Corner shows us why this cannot be the case – and highlights what we should be doing instead.
1. Promoting sustainable behaviour: what’s the point?
2. Framing your messages – what values are you appealing to?
3. Harnessing the power of social norms
4. Breaking bad habits and creating good ones
5. Do ‘scare tactics’ work?
6. Putting it all together & making wider change
Appendix A: Mapping principles to case studies
Appendix B: The behaviour change landscape
DR ADAM CORNER is a researcher and writer whose work focuses on the psychology of communicating climate change. He leads the Talking Climate programme for the Climate Outreach and Information Network.
This title is available in the SOL and GOL library collections. More details