Green Nudges

#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

#GreenNudge: “Green Lanes”: Steering passenger behaviour on railway platforms Today's nudge is coming from Anna Walter-Dockx, PhD who is a Behavioral Economist with a focus on sustainable habits. Her expertise spans consulting public and private sector clients, as well as addressing behaviour change in areas such as waste management and mobility. Currently, she is working on shaping the transport of tomorrow as a Behaviour Designer within Austria’s largest mobility provider (ÖBB). 👉 What unsustainable behaviour needs to change:   In rail transport, disembarking passengers often cluster in the middle of the platform. Possible reasons for this behaviour include people seeing other passengers doing the same (a detrimental social norm) and mere laziness. Additionally, information on where train doors tend to be located is not always easily found. This crowding leads to inefficient boarding and sometimes tumultuous squeezing at train doors. This causes overall increased dwell times, which can negatively impact the reliability of the rail service. With the urgent need to convince more people to switch from their own cars to public transport, ensuring a great user experience at the railway station and on the train is essential. Facilitating passenger movement on the platform is thus key to optimising rail infrastructure use, enhancing service quality, and promoting green mobility. 👉 The Green Nudge:  Visible markings on the platform can intuitively guide passengers to train doors or specific compartments. Modern approaches use colour-coded display information, but immense floor markings like footsteps or pathways can also work effectively. A field experiment for Transport for London tested an intervention using “green lanes” as visual cues (Offiaeli & Yaman, 2021). These lanes indicated where train doors would open and which paths to keep clear for exiting passengers. During peak times, audio messages encouraged passengers to move out of the green zone, a tactic proven effective during the announcement. ➡ The result: Overall, the “green lanes” intervention successfully reduced train waiting times by up to 6.6%. This not only improved efficiency but also significantly enhanced the overall train experience, making public transport more reliable and appealing to passengers. By providing a smoother and more organised boarding process, such low-cost tools can help attract more people to choose trains over cars – thus promoting greener mobility and reducing traffic congestion. Are you aware of any other nudges that promote green mobility? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Helping infrequent cyclists get back on their bikes Today's nudge is provided by Honica Sharma, Senior Behavioural Intervention Designer at Behaviour Change. Behaviour Change is a not-for-profit behavioural science consultancy collaborating with businesses, charities, government, and foundations. They design and test behavioural interventions on the ground, aiming to create positive social and environmental impacts.   👉 What unsustainable behaviour needs to change:   Despite millions of pounds (£) being invested into quality cycling schemes in the UK, the growth in cycling continues to only be seen within a narrow audience. The need to increase the appeal of cycling to a broader range of people is key if society as a whole, wants to move towards more sustainable travel and reduce global transport emissions. The challenge lies in the complex range of practical and motivational barriers that prevents different audiences from cycling. The interventions needed, ought to remind people of the joy of cycling, as well as encourage them to rediscover their bikes – a pleasure which they haven’t had in a while. 👉 The Green Nudge:  The team at Behaviour Change designed two interventions to promote cycling among families with children and women aged 25-44, focused on freedom and confidence: 🚲 Bike Squad: A vibrant, engaging pack addressed to children, including structured goals, practical tips, and missions to spark family enthusiasm for cycling. 🚴♀️ Wheel Women: A bold and humorous movement aimed to raise awareness of local cycle routes and nearby destinations; whilst highlighting cycling benefits and addressing barriers. It included a website and a program of texts and emails that provided timely prompts, based on local weather conditions and the time of day or week. To test these interventions, the team collected two types of data: actual cycling behaviour using GPS trackers on bikes; and self-reported behaviour with attitude changes via surveys, at the end of the pilots. ➡ The result: The GPS data showed an increase in cycling behaviours – indicating that both interventions were successful. For Bike Squad, the survey revealed improvements in family relationships, cycling skills, and confidence, with 83% planning to cycle more in the future. For Wheel Women, the survey indicated women felt prouder and more connected to the outdoors, with 73% planning to cycle more in the future. Are you aware of any other nudges that help to promote planet-friendly mobility? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Re-designing EV charging choice architecture to boost smart-charging  Today's nudge comes from Maria Lagomarsino, Ph.D, a behavioural science expert from Geneva, Switzerland. She represents a team of researchers from the Universität Basel and the CIIAE - Iberian Centre for Research in Energy Storage. The team investigates human judgement and decision-making, focusing on the psychological mechanisms underlying global climate change and the energy transition. 👉 What unsustainable behaviour needs to change:   The transition to electric vehicles (EVs) is seen as pivotal in reducing carbon emissions. However, the increasing prevalence of EVs poses challenges to existing power grids, particularly in managing the additional electricity demand during peak times. Conventional charging systems exacerbate grid stress by initiating charging at maximum power, regardless of grid conditions. Smart charging systems offer a solution by optimising charging to maintain grid stability and meet individual preferences– such as charging during off-peak hours. Despite the potential benefits, the success of smart charging depends on drivers' acceptance and usage. Understanding the factors influencing drivers' decisions regarding smart charging and addressing the associated range of anxiety this might cause, is essential for maximising this technology's potential in the energy transition. To explore this, researchers conducted an online randomised controlled experiment with 222 UK participants. The study, conducted in two phases, aimed to assess drivers' inclinations toward smart charging and evaluate a behavioural intervention designed to encourage its adoption. 👉 The Green Nudge:  In the experimental phase (Wave 2), researchers examined the impact of two translations of the battery’s state of charge (SoC) information,”Miles” and “Tailored” on charging decisions; both of which focused on the drivers' preference for smart charging. The control condition used the traditional SoC percentage. In the Miles condition, participants saw the remaining driving range in miles alongside the SoC percentage–which is based on an average EV range of 165 miles. In the Tailored condition, personalised information indicated the number of working days participants could drive within the remaining range–which was calculated from their daily driving distances. ➡ The result: Wave 2 showed an increase in smart charging choices from 67.28% in Wave 1 to 71.05%. Participants were 1.34 times more likely to choose smart charging in the Miles condition and 1.49 times more likely in the Tailored condition, compared to the baseline phase. Providing SoC information in miles, especially tailored to individual driving habits, reduced range anxiety and increased smart charging choices; particularly for those with shorter daily distances. Are you aware of any other nudges that help to drive the energy transition? Get in touch: hello@green-nudges.com

#GreenNudge: Nudging households: A visual prompt to cut food waste Today's nudge comes from Dr. Mark Boulet, a Senior Research Fellow at BehaviourWorks Australia, in association with Monash University. Mark has worked in partnership with OzHarvest - Australia’s leading food rescue organisation - for over five years, providing behavioural insights and research to support their food waste reduction efforts. By 2030, OzHarvest's mission is to halve Australia’s food waste, by diverting surplus food from landfills and delivering it to charities that feed people in need. 👉 What unsustainable behaviour needs to change:   Over 900 million tonnes of food are wasted globally at the consumption stage, with nearly 60% coming from homes. Household food waste is influenced by many factors, some, beyond individual control, such as food type and safety standards. However, everyday habits like overbuying, forgetting food in the fridge, and neglecting leftovers can be changed. These seemingly harmless daily-made behaviours waste food and lead to unnecessary purchases. It's crucial to use up leftovers and stocked ingredients before buying more. The challenge lies in the fact  that much of our food-related behaviour becomes ingrained, and we often don’t give food much thought until it comes time to shop, cook or eat. Additionally, identifying items in the fridge that need to be used up can be tricky, especially when food gets lost in fridges that are crowded and disorganised. 👉 The Green Nudge:  The OzHarvest Use it Up Tape™ functions as a practical  visual reminder for households. When families open their fridge or pantry, the tape prompts them to use up food that might otherwise go to waste. Householders can tear off sections to stick on food packets or containers, making it easy to identify what needs to be used up. Alternatively, larger strips of the tape can be used to designate a ‘Use it Up shelf,’ ensuring items remain visible, p,  don’t get lost or pushed to the back and forgotten. ➡ The result: The impact of the Use it Up Tape was tested with Australian households,  resulting in a 40% reduction in overall food waste within their homes. This reduction was particularly evident in the amounts of fresh fruit and vegetables that went to waste before the OzHarvest Tape had been implemented. Made available to the Australian public in October 2021, over 100,000 units of the Use it Up Tape have been delivered nationally since that time. Under a licensing agreement an equivalent version was created for The Netherlands (‘Eerst Op Tape’) and distributed to 40,000 Dutch households in collaboration with the Netherlands Nutrition Centre. Are you aware of any other nudges that help to cut food waste? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Smarter Green Nudges to reduce product returns  Today's nudge is from Diana Chiang, a Behavioural Insights Specialist at Social Change, a B-corp certified marketing agency. The ‘Smart Green Nudge’ for reducing online product returns, was developed through a collaboration of independent consultants and researchers from Goethe University and the University of Mannheim; with backgrounds in economics, human-machine interaction, and data science from the Leibniz Institute for Sustainable Architecture for Finance in Europe.  👉 What unsustainable behaviour needs to change:   There are two kinds of returns one can make while online shopping: ‘Real returns’ (where the customer genuinely intended to keep the purchased item), and ‘opportunistic returns’ (where the customer orders several options of the same product, with the intent to return at least one item back (e.g., same shirt in two different sizes)). However convenient these return-options may be, the rate at which one frequents these options can be costly for the environment. Every return means  using more fossil fuels on transportation and waste management, as well as emitting more greenhouse gas emissions. To better understand how to prevent such behaviours while, the authors tested a website feature aiming to target informational, awareness and norm barriers. Additionally, While the team also wanted to tap into the power of green nudging, green nudges have previously evoked varied  effects on different customer segments; with some even backfiring and leading to increased undesired behaviour and smaller profits for online retailers. So, to reduce this unintended risk and increase the website’s effectiveness, the experiment needed a prediction mechanism that would help identify which customers are best targeted by a digital green nudge. 👉 The Green Nudge:  Using a large German fashion retailer’s website as their testing ground, the authors targeted specific customers to demonstrate the effectiveness of their nudge. Upon checking out, the basket page had an informational prompt  showing the environmental costs of returns. It was shown not just once, but again as a reminder after check-out, with a prompt asking how committed the customer is to reducing returns – using  a 5-point Likert scale. The decision algorithm, which identified which customer segments to target, was trained using the retailer’s basket data, digital footprints (e.g., IP locations, browser), and publicly available aggregate data. ➡ The result: The smart green nudge targeted 95% of customers, resulting in a 3.8% decrease in product returns compared to a baseline 'naïve' nudge and a 6.7% decrease compared to no nudge at all. This led to significant environmental and financial savings for both the business sector and society as a whole. Are you aware of any other nudges that help to prevent online shopping returns? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Value-Activation Nudge: Encouraging meat-eaters to reflect on animal welfare Today's nudge comes from Claire Brouwer, a postdoctoral researcher specialising in Organisational Change for Sustainability Transitions at the Vrije Universiteit Amsterdam. She also serves as an external lecturer at the Amsterdam Business School. Claire is an expert in sustainable consumer behaviour and its associated communication. In March 2023, she concluded her doctoral program, becoming an expert on the role of morally motivated individuals in driving societal change. 👉 What unsustainable behaviour needs to change:   Reducing global meat consumption can significantly improve animal welfare, environmental, and health issues. While most people value animal welfare, they continue to eat meat. This paradox exists because meat-eaters often strategically avoid thinking about the moral implications of their choices (strategic ignorance) or convince themselves that eating meat is normal, natural, and necessary (motivated reasoning). For example, if someone mentions animal suffering just as you're about to cut into a juicy steak, there's a high chance you'll lose your appetite. 👉 The Green Nudge:  A research team from Wageningen University and University of Groningen developed a ‘value-activation’ strategy to prime meat-eaters to reflect on their concern for animal welfare. By asking questions like, “Do you consider animal welfare to be important?” they can induce discomfort over the inconsistency between their meat consumption and their values. This discomfort, known as ‘cognitive dissonance,’generates negative feelings such as guilt or shame. These feelings have significant motivational power; activating self-regulatory behaviours that align with one's values, such as reducing meat consumption. The researchers tested the value-activation strategy both online and in a physical setting. The online study revealed that this strategy increased the discomfort people felt when considering meat consumption, which subsequently heightened their intention to choose a vegetarian meal. This effect was particularly pronounced among individuals who strongly identify with environmental values. ➡ The result: A subsequent field study in a restaurant showed that the value-activation strategy nearly doubled the percentage of vegetarian burgers ordered. The findings demonstrate that prompting people to reflect on their concern for animal welfare can compel them to confront their inner conflict regarding meat consumption, and thereby channel that concern into choosing a vegetarian meal. Are you aware of any other nudges that help to reduce meat consumption? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: "Bag it up" default: Donating made easier than discarding Today’s nudge comes from Nicole Opata Steensgaard, a business psychologist with a dual Master's degree in Culture & Communication as well as Psychology. She has experience in behaviour design and healthy work environments while aiming to bring a multicultural perspective to every project. With her empathetic nature and analytical skills, Nicole understands and addresses the unique needs of individuals within organisations. 👉 What unsustainable behaviour needs to change:   Waste management in universities can be seen as a significant issue. While the British education sector produces nearly 700,000 tons of waste each year (Sustainability Exchange), universities alone contribute about 250,000 tons (HESA). This is also true for the University of Winchester. However, this is not solely residual waste; much of it includes homeware items that are still in good condition and could be used elsewhere. Since students often feel pressed for time and lack transportation for their items, throwing them away appears to be the quicker and easier choice compared to a laborious, time-consuming trip to the recycling station. Thus, a simpler and faster solution was needed to help them make more sustainable waste choices. 👉 The Green Nudge:  With their annual "Bag it up" campaign, the University of Winchester's Environment Team has turned this problem around. The program’s goal is to divert reusable goods from the waste stream, support homeless and vulnerable communities, save money and reduce their students’ carbon footprint. To do so, the university employs an availability heuristic on their campus. By regularly providing donation bags directly to students' accommodations, including category stickers for sorting the items, Winchester's students now have a more convenient opportunity to donate their items. Thus, donating homeware has become the easier and faster choice in students' everyday lives compared to mindlessly discarding items. The first option that comes to students' minds about what to do with their unwanted items (default option) has been changed by this simple nudge. From a social psychological perspective, "Bag it up" influences norms, group identity, and emotional resonance among students. The university's public communication about the campaign's success, positively reinforces prosocial behaviour – making social engagement a new normal. “Bag it up” fosters a sense of social responsibility, belonging, and a desire to contribute positively to the community by donating goods. ➡ The result: Annually, over a ton of items: including clothing, bedding, kitchenware, and unopened non-perishable food, are donated to local charities, thus preventing them from being thrown away. Do you know of any other nudges that prevent unnecessary waste and give unwanted goods a new purpose? Feel free to comment or get in touch: hello@green-nudges.com