Greta Thunberg. The rise of greenwashing. Gen Z green warriors.
Every day there’s a new message about our march towards a greener world. With all the talking, you’d think sustainability is the biggest purchase decision going. But while 57% of us say we are willing to pay more for greener products, only 20% turn intention into action. This goes to prove that what people say and what they do are two very different things.
Behavioural economics shows that the climate crisis is the perfect storm for behaviour change. This is because it’s asking people to do things that...