The Green Nudge
<p>Last year, I came across a thought-provoking <a href="https://commoncausefoundation.org/instead-of-relying-on-old-narratives-its-time-to-build-power-for-new-ones/" rel="noopener ugc nofollow" target="_blank">blog post</a> by communications strategist Ruth Taylor on why environmental campaigns “have a duty to examine the deeper narratives that their work reinforces.” One of the most common underlying narratives that sustainability campaigns embrace either explicitly or implicitly, Taylor argues, is the idea that “many social and environmental challenges can be dealt with cheaply and effectively by prompting individuals to modify their behaviour through focusing on simple and relatively easy steps, for example; using less plastic, or washing clothes at 30℃.” Propelling this individualizing narrative to global popularity in environmental campaigns — which points to individuals’ behavior as the root cause of our environmental woes—is a theory in behavioral science about social change called <a href="https://www.imperial.ac.uk/nudgeomics/about/what-is-nudge-theory/" rel="noopener ugc nofollow" target="_blank">Nudge Theory</a>. As Taylor goes on to argue,</p>
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