‘Green nudges’: Behavioural economics and sustainability

Sarah Oberman

Humans are inherently more focused on the present, but can behavioural economics offer opportunities for brands to use ‘nudges’ to get consumers to act more sustainably? Behavioural economics shows that the climate crisis is the perfect storm for behaviour change.

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.

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