Green Nudges

#GreenNudge: “Everyone Plant One” campaign: promoting tree planting on private property  Today's nudge comes from Mike Daniels, founder of The Behavioural Architects, a global behavioural change agency that applies the latest insights from behavioural science to understand and influence behaviour. 👉 What unsustainable behaviour needs to change:   Sydney suffers from the “Heat Island Effect,” where heat retained by human-made infrastructure increases temperatures. To address this, the New South Wales Government aimed to encourage people to plant one million trees on private property by 2022, as part of a broader goal to plant five million trees by 2030. However, many residents viewed trees as inconvenient, messy, and dangerous.   Despite awareness of trees' environmental benefits, interest in planting them on private land was low. Research by The Behavioural Architects (2020) explored the barriers and drivers to encourage tree planting. Key findings included: ⛔ Tree Stereotype: The word "tree" evoked images of large, inconvenient park trees, discouraging private planting. ⛔ Social Norms: Tree removal was more common than planting, making the latter socially unusual. ⛔ Process Barriers: Even when motivated, people found the steps of choosing, planting, and maintaining trees too difficult and off-putting. However, three drivers for planting emerged: 🌳 Problem-solving: People plant trees to address garden needs (e.g., privacy or flowers) rather than from a desire for trees themselves. 🌳 Suggestibility: People respond well to free tree giveaways or prompts from councils or neighbours. 🌳 Timely Advice: Simple, actionable advice at the right time makes tree planting easier. Efforts focused on changing perceptions and simplifying the process. 👉 The Green Nudge:  The “Everyone Plant One” campaign launched in October 2021. Participants could either pledge to plant a tree or register an already planted tree, reinforcing engagement through psychological principles like ‘commitment’ and ‘endowment bias’. Promotion included social media ads, digital media partnerships, and influencer outreach, where 20 influencers in Greater Sydney received finger lime trees from IndigiGrow. Messaging focused on tree benefits while avoiding the word "tree" to sidestep negative associations. The phrase “Everyone Plant one” was used instead. The Sydney Film Festival also highlighted tree registration numbers, promoting a growing social norm. ➡ The result: The campaign led to a significant increase in tree registrations, with a notable rise from 29% to 43%. By the end of 2022, more than one million trees had been planted. Are you aware of any other nudges that help to improve biodiversity? Feel free to get in touch: hello@green-nudges.com

#GreenNudge: Fewer boxes, fewer trips - Amazon's smart shipping option  Today's nudge comes from Yael Mark, a Product Manager who uses behavioural science to improve user engagement and retention. Yael writes for The Decision Lab, focusing on how cognitive biases shape our interactions with technology and how to design products that align with these behaviours.   👉 What unsustainable behaviour needs to change:   Amazon Prime membership has transformed global consumer behaviour by addressing the two main drawbacks of online shopping: waiting time and the inability to physically inspect products. The promise of free two-day delivery and free returns has significantly boosted the popularity of online shopping. However, this convenience has reduced the incentive for users to consolidate their orders, leading to frequent deliveries to the same address, sometimes even on the same day. This behaviour, driven by “present bias”—the preference for immediate gratification over long-term benefits—contributes to unsustainable practices. According to GeekWire, Amazon's carbon emissions in 2023 were 68.8 million metric tons of CO2, equivalent to the emissions of Hungary. 👉 The Green Nudge:  To achieve net-zero carbon emissions by 2040, Amazon has introduced electric delivery vehicles and optimised package fitting. Recently, the company implemented an innovative approach to encourage users to consolidate their deliveries through a “cognitive dissonance dilemma” at checkout. During the checkout process, users must choose between immediate gratification—receiving their items as quickly as possible, which may require multiple shipments—or opting for "Fewer boxes, fewer trips," which involves waiting a day or two for their order. This latter option supports a more sustainable approach. Choosing the fastest delivery option contradicts many users' environmentally conscious beliefs, creating an internal conflict (cognitive dissonance). To align their actions with their pro-environmental values and alleviate this discomfort, many Prime customers are inclined to delay their orders. This approach enables Amazon to reduce individual deliveries, bridge the “intention-behaviour gap” and mitigate the impact of short-term thinking (present bias). ➡ The result: While no specific data is publicly available, it can be assumed that Amazon's approach to consolidate deliveries helps to reduce transportation costs, minimise packaging waste, and cuts carbon emissions. Are you aware of any other nudges that help to reduce the negative environmental impact of eCommerce? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Turning “petrol heads” into enthusiasts for EVs  Today’s nudge comes from Janick Oswald, Behavioural Designer at Green Nudges Consulting. With extensive experience in leading innovation in the automotive industry, he understands the cultural hurdles of e-transformation. Janick’s focus is clear: putting human behaviour at the centre of sustainable change, using behavioural psychology to guide green transformation. 👉 What unsustainable behaviour needs to change:  Car manufacturers face significant challenges in reducing emissions, with road transport accounting for 72% of the EU’s transport-related greenhouse gases. In Germany, where company cars make up a substantial portion of the fleet, the shift to electric vehicles (EVs) is particularly challenging. Despite the clear environmental benefits, traditional brands like Porsche struggle to move employees away from petrol and diesel company cars due to a strong attachment to combustion engines. 👉 The Green Nudge:  Porsche AG saw an opportunity to align sustainability with its “performance heritage” by encouraging employees to choose electric and hybrid vehicles for their company cars. To shift preferences away from traditional petrol and diesel models, Porsche collaborated with academic experts to implement two targeted interventions: personalised email campaigns and pop-up messages in the car configurator. These interventions utilised three types of message framing—emotional, normative, and financial. Interventions: 💡 Email Campaigns: Personalised emails were sent just before the car selection period, to highlight the benefits of EVs and nudge employees to choose them. 💡 Car Configurator Pop-ups: Pop-up messages reinforced the sustainability message whenever employees logged in to select their cars. Message Framing: 💡 Emotional: “The heart electric, the soul Porsche” linked the brand's identity to electric mobility. 💡 Normative: Employees were encouraged to “be ambassadors for a sustainable Porsche future,” aligning choices with company values. 💡 Financial: Practical benefits, like saving up to €100 per month on fuel costs, were highlighted. ➡ The result: In a test group of 147 employees, the percentage choosing EVs rose from 45.9% in 2021 to 66.5% in 2022 after these interventions were implemented. The results demonstrate that these strategies effectively shifted preferences towards EVs, with email campaigns having the strongest impact. Emotional framing was effective initially but lost influence after two weeks, whereas financial incentives had a more enduring effect. This case highlights how well-timed, context-specific nudges can drive sustainable choices, even in a company deeply rooted in conventional cars. Have other nudge ideas for accelerating the adoption of EVs in a company? Get in touch: hello@green-nudges.com

#GreenNudge: Appeal over duty: Indulgent labels drive vegetable consumption  Today’s nudge comes from Richard Shotton, a marketing expert with 24 years of experience. In 2018, he founded Astroten, an agency that applies behavioural science to marketing challenges and conducts training on how marketers can promote sustainability. Richard authored The Choice Factory (2018) and The Illusion of Choice (2023). The Choice Factory, translated into 15 languages, won Best Sales and Marketing Book at the 2019 Business Book Awards. In 2021, he became an honorary IPA fellow and an associate at Cambridge University's Møller Institute. 👉 What unsustainable behaviour needs to change:   What people eat significantly impacts climate change. Beef production emits up to 100 times more greenhouse gases than plant-based options like lentils and beans. However, encouraging people to adopt these more sustainable and healthier choices isn't always easy. Typically, we emphasise the environmental and health benefits of plant-based diets, but research from Stanford suggests this may not be the most effective approach. Instead, how non-meat dishes are presented is crucial. Descriptive language that highlights the taste, texture, and quality of vegan or vegetarian dishes, along with careful plating and creative garnishing, can make them more appealing to diners. 👉 The Green Nudge:  In 2017, three Stanford researchers, Bradley Turnwald, @Daniella Boles and Alia Crum ran a study into the effect of food descriptors on the consumption of a specific plant-based dish. In a large university cafeteria, over seven weeks, each day, they randomised the name of a plant-based dish in one of four ways: ✅ Basic (e.g. “plant-based beans and shallots”) ✅ Healthy restrictive (e.g. “light n’ low-carb plant-based beans and shallots) ✅ Healthy positive (e.g. “healthy energy-boosting plant-based beans and shallots”) ✅ Indulgent (e.g. “sweet sizzlin’ plant-based beans and crispy shallots”) The researchers then monitored the number of people choosing that dish. ➡ The result: Creating positive expectations around taste encouraged people to order that dish. Diners chose vegetables with “indulgent” labelling 25% more than basic labelling, 35% more than “healthy positive” and 41% more than “healthy restrictive.” Counterintuitively, labelling dishes as healthy actually made it less likely that people would pick them.   The research suggests that focusing on a food’s environmental or health merits can be a mistake. That’s because people tend to assume that these items have a trade-off. For example, if it’s healthy, it's unlikely to be tasty. Instead, messages should be centred around creating positive expectations of taste. Sometimes the best way to encourage a sustainable behaviour is not to focus on its sustainability. Often it’s better to focus on appeal over duty. Are you aware of any other nudges that promote plant-based eating? Feel free to get in touch: hello@green-nudges.com

#GreenNudge: Eco-conscious tags to promote sustainable fashion choices Today’s Green Nudge comes from four Sustainable Design students at the Universidad Torcuato Di Tella in Buenos Aires, Argentina. Polly Graham, Rosario Seré, Beatriz Amaro, and Manuela Cadena spent a semester exploring design thinking to address UN Sustainable Development Goals. For their final project, they analysed fast fashion’s industrial key players and life cycle, to prototype an intervention aimed at reducing its environmental impact. 👉 What unsustainable behaviour needs to change:   Fast fashion is a business model that produces clothing quickly, cheaply, and in large volumes to keep up with trends. This rapid scheme requires vast resources, pollutes substantially, and fuels a throwaway consumer culture. Not to mention, fast fashion’s affordability often comes at the cost of inhumane labour. Given the industry’s scale, a variety of approaches are needed to promote more sustainable choices. One potential avenue is to make the ecological impact of their clothing choices more visible, thereby appealing to consumers' environmental consciences. 👉 The Green Nudge:  The Argentinian government mandates that prominent labels like “Excess Sodium” or “Contains Sweeteners” mark qualifying food packaging. This led four Sustainable Design students to ask, “if food requires such labels, why not fashion?” – a question in their final project, the Eco-conscious Tag, aimed to address. Surveying Argentinian consumers about clothing purchasing habits, the team discovered that mandatory tags highlighting environmental impacts could deter fast fashion consumption, just like food labels. They designed paper tags to accompany garment price tags – featuring warnings like “Contaminates Water” or “Excess Carbon Emissions,” with more details on the other side of the tag. ➡ The result: Placing these tags next to prices was strategic, since “affordable price” was the top priority of those surveyed. With 30% of participants willing to pay more for sustainable fashion and 50% potentially willing, the tags aimed to influence purchasing decisions at a crucial moment, and therefore promote more sustainable choices. Although this project was confined to the university, it offers valuable inspiration for fashion industry regulators worldwide. Food for thought: perhaps garments qualified for Eco-conscious Tags, ought to be based on life cycle assessments of their respective environmental impacts of their composite textile(s) and become an industry standard. Are you aware of any other nudges that promote sustainable fashion? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: #DUCHAllenge: Shower in less than 3 minutes Today's nudge comes from Lina M. Moros, a professor at Universidad de los Andes - Colombia. She guided a group of students from the university who developed the #DUCHAllenge during an innovation lab session focused on behavioural sciences. The class worked collaboratively to address Bogotá's water crisis, with Professor Moros encouraging the students to create a green nudge as part of their solution. 👉 What unsustainable behaviour needs to change:   In countries like Colombia, showering is highly valued both culturally and socially, symbolising wellness and respect. However, taking long showers is unsustainable, as showering accounts for the largest portion of household water usage—between 45% to 60% of the total usage. A typical 5-minute shower uses approximately 95 litres of water, making it crucial to consider more efficient practices. Bogotá's water supply relies on its reservoirs, but due to climate change, reservoir levels are decreasing, thereby threatening the city's overall water availability. Therefore, it's critical to understand citizens' water consumption habits, particularly during showers,  to encourage reduced water usage and shorter shower times. 👉 The Green Nudge:  The student group created a shower challenge called #DUCHAllenge (a fusion of "ducha," meaning "shower" in Spanish, and "challenge"), where participants time their showers and share the results on social media. The goal is to encourage shorter showers and inspire others to join in. ➡ The result: Since its launch, the challenge has gained significant traction on social media, with many people sharing their shower times. The response has exceeded expectations, attracting not only individuals but also institutions like the Bogotá Secretary of Culture. Media coverage has further expanded its reach, inviting more people to participate. The Green Nudge initiative, represented by the challenge, subtly promotes eco-friendly choices by encouraging behaviour change without limiting personal freedom. In the context of Bogotá's water scarcity, it reframes water conservation as a voluntary and engaging challenge rather than a mandatory action. Are you aware of any other nudges that help to save water? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Smart shelf placement elevates meat-free sales Today's nudge comes from Dr. Carolin Muschalik, a highly motivated and socially engaged health psychologist and behaviour change expert, dedicated to promoting healthy lifestyles and informed decision-making. With a Ph.D. in Health Promotion and Health Psychology from Maastricht University, her research has delved into both conscious and unconscious determinants of health behaviours, focusing on physical activity and red meat consumption. Dr. Muschalik has extensive experience in developing evidence-based interventions, having worked with organisations like the Federal Centre for Health Education (BZgA) and an mHealth start-up. 👉 What unsustainable behaviour needs to change:   With the world's population rapidly increasing, sustaining current meat consumption is becoming infeasible. The livestock sector drives biodiversity loss, demands excessive land and water, and according to FAO data, contributes 14.5% of all human-caused greenhouse gas emissions. Additionally, ethical concerns and health risks, such as links between red meat consumption and heart disease, cancer, and diabetes, underscore the need for alternatives. Meat substitutes, now widely available in various forms, present a viable solution. Effective strategies to shift food consumption can target individual cognitive factors like knowledge and goal-setting, as well as aspects of the food environment, such as how choices are presented or positioned. Supermarkets, as key food environments, provide opportunities to apply nudging techniques that influence purchasing behaviours toward these products. 👉 The Green Nudge:  A pilot study by Lidl Netherlands, in collaboration with Wageningen University and the World Resources Institute, found that placing meat alternatives next to conventional meat, significantly boosted their sales. ➡ The result: Conducted over six months in 70 stores, the study revealed a 7% increase in meat alternative sales. While the effect diminished over time, it remained significant. This finding highlights the importance of visibility in encouraging the purchase of environmentally friendly meat alternatives. Consumers searching for meat are unlikely to explore the vegan section for substitutes, as it doesn't align with their primary purchasing intent. However, by positioning these alternatives within the meat section–where consumers naturally gravitate– there’s a higher chance they’ll notice and purchase them. This strategy can influence a broader range of consumers, including those not initially inclined to choose meat alternatives, thereby contributing to the reduction of greenhouse gas emissions. Are you aware of any other nudges that help to promote planet-friendly food choices? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Coldplay’s success with reusable LED wristbands Today's nudge comes from Vishnushree venkatesh, an aspiring behavioural economist and analyst. With a dual Master’s degree in Behavioral Economics and Economics, her work is centred on promoting sustainable practices and creating social impact. Vishnushree has gained valuable experience as a research analyst in public institutions and the consulting sector, working with non-profits in both Ireland and India. 👉 What unsustainable behaviour needs to change:   LED plastic wristbands are becoming increasingly popular in concert culture, offering an aesthetic experience that fosters a sense of unity and excitement among the audience. These wristbands are often taken home as souvenirs, extending the concert's impact. However, while the special feeling after a concert is fleeting and intangible, the environmental consequences can be both significant and tangible. Most concerts distribute single-use plastic LED wristbands, contributing to a rise in plastic waste. Moreover, the small batteries in these wristbands can become environmental hazards if not disposed of properly. This highlights the urgent need to promote sustainable practices during concerts. Given the challenge of influencing large crowds, it is crucial to design a sustainable approach that is simple, effective, and easy for both organisers and attendees to adopt. 👉 The Green Nudge:  Artists possess powerful means of conveying messages through storytelling. By creating a sustainable, context-based approach during entertainment events, they can have a highly impactful effect. Recognizing the power of their influence, the pop-rock band, #Coldplay, has effectively tapped into social identity and employed behavioural tools. For instance, they’ve encouraged concertgoers to return reusable LED wristbands at the end of their shows. During their recent ‘Music Of The Spheres’ tour, Coldplay used gamification and frequent reminders to promote wristband returns. Visual cues were projected at regular intervals before the show and during intermission, reminding the audience to return their wristbands upon exiting. Additionally, a scoreboard displayed the leading venues in wristband return rates, introducing a gamified element that fostered friendly competition (aka Social Identity) among attendees. To further reinforce this behaviour, employees stationed at the exits reminded the audience to drop off their wristbands. ➡ The result: On average, the return and reuse rate of LED wristbands is 86% of concertgoers. This initiative has significantly contributed to Coldplay's overall reduction in direct carbon emissions, which currently stands at 59%. By making the process simple and engaging, these effective strategies have made responsible behaviour both sustainable and desirable. Are you aware of any other nudges that help to prevent unnecessary waste? Feel free to comment or get in touch: hello@green-nudges.com

Green Nudge: Epicurean Nudging: Relishing the Joy of Smaller Portions Today’s nudge comes from Aldrina Jashari, MSc, a Bangor University graduate with an MSc in Consumer Psychology with Business. During her studies, she developed a keen interest in behaviour change, focusing on how nudges can influence healthier food consumption. She volunteers as a researcher at the Association of Psychologists of Kosovo and freelances on various independent industrial projects. 👉 What unsustainable behaviour needs to change:   The fast food industry's introduction of larger burgers and soda cups, valued at $2.5 trillion globally, significantly contributes to obesity and climate change. Traditional strategies like nutrition labelling and package resizing have failed and sometimes increases consumption.This was seen when labelling chocolate candies as "low-fat," which inversely led to a 46% rise in intake among overweight individuals. Over the decades, portion sizes have increased, distorting perceptions and making downsizing challenging. Although the industry resists, governments are considering taxes and regulations to curb this– which consumers often view as limiting their options and right to choose. 👉 The Green Nudge:  Epicurean Nudging is an new approach to addressing overconsumption and promoting healthier eating habits. Instead of dictating what foods people should eat, it focuses on how they perceive and enjoy portion sizes. Research shows that sensory pleasure from eating peaks during the first few bites and typically decreases afterward. Introduced by Dr. Pierre Chandon, this concept leverages psychological insights to encourage consumers to opt for smaller portion sizes without feeling deprived. Menu Labelling: Restaurants can encourage the selection of smaller portion sizes by using descriptions that emphasise enjoyment and satisfaction. This includes using words that evoke pleasure, such as "gourmet" or "delicately crafted." This labelling focuses on taste, quality, and the eating experience, rather than calorie counts or health metrics. Visual and Descriptive Cues: Presentation plays a significant role in making smaller portions appealing. Careful plating, creative garnishing, and descriptive language that highlights the quality and flavour of the dish can enhance the appeal of smaller servings. Creating a New Norm: By consistently offering and promoting smaller portions, businesses can shift consumer perceptions of what constitutes a "normal" portion size and make smaller servings the expected choice. ➡ The result: Studies have shown that these interventions lead to a preference for smaller portions and increased enjoyment. For example, "Epicurean menu labelling" has led to a 17% reduction in food intake and a 16% increase in the perceived value of the meal, whereas traditional nutrition labelling has often led to dissatisfaction. Are you aware of any other nudges that promote planet-friendly diets? Get in touch: hello@green-nudges.com

#GreenNudge: Disrupting travel decisions with personalised travel nudges Dr Felicity Heathcote-Márcz, who has led numerous behavioural research projects for major public and private sector clients, provides today's nudge. She specialises in ethnographic research methods and mixed-methods approaches to deliver operational and customer-focused results. Felicity has also spearheaded high-profile social value work, while engaging stakeholders to fully understand intervention impacts, as well as serving many clients in the transport and future mobilities sector.   👉 What unsustainable behaviour needs to change:   In the UK, 20% of journeys under 1 mile are made by private car, while journeys under 2 miles account for 40% of personal vehicle usage. . These short hop trips are prime candidates for behavioural nudges to encourage behaviour change. While some of these journeys may necessitate a car (for those unwell, with disabilities, or carrying large loads), many will be the result of behavioural habits. The UK struggles with a car-centric culture and patchy access to public transport, as well as insufficient  ‘active’ travel options that feel safe and affordable. However, behavioural nudges can provide a tool for effecting some positive change, particularly in reducing private car use for single person trips. 👉 The Green Nudge:  Felicity was the research lead for a project in the North of England that tested green travel nudges via WhatsApp messages. The research team wanted to test whether a well timed and appropriate ‘nudge’ can change thinking, disrupt habitual behavioural patterns and change behaviour choices. The ultimate goal of the project was to encourage more people to choose alternative modes of transport outside of cars. The chosen approach was ‘Wizard of Oz’, where researchers designed personalised nudges for 12 research participants, and sent these at times they knew would disrupt travel decisions, such as one hour before and one hour after participants were due to set off on journeys to/from work. The approach mirrored an automated system but was designed to test the success rate, with a small sample of highly personalised travel nudges. The nudges came twice per day and included health nudges (‘Did you know you could burn 300 calories by cycling to work today?’), weather nudges (‘It’s set to be a beautiful day – why not walk to your meeting 😊’), and information nudges about sustainable transport options (‘Did you know you could get the number 19 bus home today at 16.50? Route attached’). ➡ The result: After 2 weeks, the research found that 80% of participants felt they understood more about their travel options than they had prior to the research trial. 70% said it was likely they would travel more sustainably in the future, and 20% wanted to give up a household car after being involved! Are you aware of any other nudges that help to promote planet-friendly travel? Feel free to get in touch: hello@green-nudges.com