Consumers know action on climate change is urgent and are willing to live more sustainably but they aren’t sure where or how to start: here are four strategies for marketers, grounded in behavioural science, that can build sustainable behaviour.

Why it matters

Clever strategies, innovative technology and effective communications mean that sustainable behaviour change for the masses is within reach, say Crawford Hollingworth and Liz Barker of behavioural science consultancy The Behavioural Architects. Marketers are well placed to not only enable consumers to change in ways that feel low effort yet rewarding at the same time, but also to help...