Green Nudges

#GreenNudge: Sustainable Fashion Messaging: Positive or Negative—What Works? Today's Green Nudge comes from Wyman Ko, a Lancaster University graduate with a MSc in the Psychology of Advertising. His interest lies in strategic communication design, including message framing, product naming, and behavioural interventions for consumer and shopper research. 👉 What unsustainable behaviour needs to change:   The fast fashion trend has created a cycle of overproduction and overconsumption. Manufacturers benefit from lowered costs via mass production, while consumers enjoy cheap, ever-changing wardrobes. However, this convenience comes at a significant environmental cost: increased greenhouse gas emissions and solid waste generation. Ronda (2024) highlights two key psychological barriers to sustainable fashion adoption: ❗ Lack of awareness: Many consumers are unaware of the environmental harm caused by fast fashion and therefore don’t feel a need to change. ❗ Scepticism: Doubts about the efficacy and ethics of sustainability claims often dampen consumers’ motivation to purchase sustainable clothing. 👉 The Green Nudge:  Research led by Professor Silvia Grappi from the University of Modena and Reggio Emilia explored how message framing affects younger adults’ willingness to use a second-hand clothing app. The study simulated Instagram stories with the following approaches: 💚 Positive-framed message: Featured a green, bright background emphasizing benefits like “help protect the environment” in the call-to-action. 🛑 Negative-framed message: Featured a dark background highlighting consequences like “help stop the collapse of the environment.” 🟡 Neutral message: Served as a control with no emotional framing. ➡️ The result: The study revealed that positive messaging was significantly more effective in promoting sustainable practices, regardless of consumers' scepticism about the efficacy and ethics of sustainability claims. Researchers suggest that the key driver is the heightened emotional response evoked by positive framing, which resonates with the desire for enjoyable experiences often associated with fashion purchases. Do you know of any other nudges that encourage sustainable fashion? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Harnessing Pride to Drive Sustainable Behaviour Today's nudge comes from Bianca Richter, a German studies scholar and psychology student specialising in environmental psychology. As part of her internship at Green Nudges Consulting, she explores opportunities where behavioural change can benefit the environment. 👉 What unsustainable behaviour needs to change:   Policymakers, advocacy organisations, and many other groups often attempt to encourage sustainable behaviour by invoking negative emotions such as guilt. Their goal is to promote pro-environmental actions by highlighting the consequences of unsustainable choices and the responsibility for inaction regarding climate change. However, these appeals often have limited impact. 👉 The Green Nudge:  In an experiment, Schneider et al. explored the role of anticipated positive and negative emotional states – pride and guilt – in relation to pro-environmental behaviour. They induced these emotions in three different ways: 💡 By displaying a sentence at the top of the screen while participants answered a survey;  💡 By asking participants to write a brief essay reflecting on the feelings associated with a real future decision;  💡 By imagining the emotions (pride vs. guilt) they would experience if they chose a green vs. non-green option, such as buying a car, dishwasher, cleaning product, or backpack. After eliciting feelings of pride or guilt, participants were asked to choose between sustainable and non-environmentally friendly options, such as purchasing a backpack, a sofa or an energy-efficient fridge. ➡️ The result: The researchers found that all forms of induced pride significantly increased pro-environmental behaviour compared to guilt. Participants were more likely to choose green options, select more eco-friendly features for their homes, express intentions to buy a green product in the next month, and engage in various green actions – all driven by positive emotions rather than negative ones. Interestingly, both pride and guilt were equally influential only when it came to financial donations to an environmental advocacy organisation. . Are you aware of any other nudges that help to drive the adoption of sustainable products? Feel free to get in touch: hello@green-nudges.com

#GreenNudge: Responsible Travel Program: Practical Sustainability for Polish Tourism Today’s nudge comes from Katarzyna Barwicka, Ecotourism Expert at Slowhop.com and the platform’s go-to authority on responsible travel. Since 2017, Katarzyna has immersed herself in ecotourism, exploring sustainable practices worldwide, from study trips in Armenia to environmental projects in Zanzibar. 👉 What unsustainable behaviour needs to change:   “Save the planet” has become a well-intentioned yet vague “call-to-action” in sustainable tourism—often leaving Polish entrepreneurs in the tourism industry without clear, behaviorally targeted guidance for measurable change. Small accommodation owners eager to adopt eco-friendly practices face key behavioural barriers: ❗ Limited Resources: Many existing sustainability tools are overly technical, creating cognitive overload and leaving small businesses confused rather than empowered. ❗ Economic Constraints: Available tools or certifications are costly, reducing motivation for small operators who are unsure of their return on investment. ❗ Exclusivity: Many resources require insider membership, reinforcing the “outgroup bias” and creating barriers for independent operators. ❗ Greenwashing Concerns: Entrepreneurs committed to sustainable actions are wary of superficial certifications, which in turn  undermine social trust. ❗ Neglect of Small Businesses: Most certifications in Poland target large hotels, leaving smaller accommodations without a clear pathway toward sustainability. 👉 The Green Nudge:  To tackle these barriers, Slowhop.com launched the Responsible Travel Program—a free, step-by-step self-certification program specifically for small accommodations in Poland. The program simplifies complex environmental actions into accessible language and clear guidance: 💚 Cost-Free Access: It’s free, from assessment to certification, removing financial hurdles 💚 Inclusivity: Open to all types of small accommodations, creating a welcoming and equitable pathway to sustainability. 💚 Plain Language: Jargon-free resources and clear explanations make it easy to understand for non-experts. 💚 Anti-Greenwashing: With 250 specific questions probing actual actions (e.g., water conservation), it requires verifiable proof and avoids superficial claims. 💚 Focus on Small Accommodations: Tailored to small businesses, filling a gap left by larger, mainstream certification efforts. The program supports lasting behavioural change by encouraging providers to set their own sustainability goals and track progress yearly. ➡️ The result: Since its launch, +60 Polish accommodations have completed the Responsible Travel Program, with many preparing for recertification. As more businesses join, the program aims to transform Polish tourism with measurable data and impactful eco-actions. Are you aware of any other nudges that help to promote sustainable tourism? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Digital Nudges for Greener Transport Choices in the US Today's nudge comes from Natalia Le Gal, founder of Behava, a consultancy dedicated to fostering change in transport behaviours. Since her first drive in an electric vehicle in 2013, Natalia has been committed to transforming how our transportation systems operate and how people use them. 👉 What unsustainable behaviour needs to change:   Transport behaviours are notoriously difficult to shift, largely because they are ingrained habits. During the COVID-19 pandemic, reduced commuting and increased remote work led to significantly decreased traffic levels in the US. However, by early 2022, traffic volumes were back above pre-2019 levels. This rebound highlights a key sustainability issue: private car use remains the default commuting option for many Americans, contributing to transport being responsible for 28% of US greenhouse gas emissions. Addressing this challenge, a collaboration between The Behaviouralist, travel app Metropia, and the San Francisco Bay Area's Metropolitan Transportation Commission (MTC) aimed to understand and influence commuter choices. A survey identified perceived barriers: cars were seen as convenient and without obstacles, while alternatives like carpooling and public transport were viewed as unreliable or unsafe. This insight led the team to test whether digital nudges could help shift these entrenched preferences. 👉 The Green Nudge:  The Metropia goEZY.de travel app provided a platform for testing two types of nudges with 216 participants recruited through social media. 💡 Experiment 1: Information Nudges – Participants received in-app messages about the societal costs of driving and reminders linked to green identity, while a control group received no messages. This experiment focused on non-habitual trips. 💡 Experiment 2: Incentive Nudges – Participants were offered small monetary incentives, redeemable for gift cards, if they reduced car use or opted for sustainable transport modes. This experiment aimed at influencing habitual commuting behaviour. ➡️ The Result: The outcomes were insightful. In Experiment 1, messages highlighting the high societal cost of driving prompted slight behaviour changes, but green identity reminders showed no measurable effect. In Experiment 2, modest financial rewards ($3-$5) successfully nudged users toward intermodal travel but did not significantly reduce car use. Notably, individuals identified as “flexible travellers”—those already using multiple modes of transport—responded best to these nudges. This suggests that focusing on this adaptable group could yield greater success in future sustainable transport interventions. Are you aware of any other nudges that help to promote green mobility? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: How Adorable Kittens Kept Streets Gum-Free Today's nudge has come from Tasha Richardson, Senior Behavioural Intervention Designer at Behaviour Change. Behaviour Change is a not-for-profit behavioural science consultancy, working with charities, businesses and government to design creative and innovative on-the-ground interventions to encourage pro-social and pro-environmental behaviours. 👉 What unsustainable behaviour needs to change:   Gum litter remains a persistent issue—sticking to pavements, clinging to shoes, and proving notoriously difficult to clean. Its non-biodegradable composition, usually a blend of synthetic rubber and plastic-like polymers, takes 20–25 years to break down, leaving microplastics that pollute soil and waterways. Additionally, cleaning gum off streets requires intensive methods that consume water, energy, and often involve chemicals. This litter also negatively impacts wildlife, as animals may ingest gum or get it stuck on their paws or fur, leading to health issues and harm to urban and natural ecosystems. In collaboration with Mars Wrigley and the gum industry, targeted interventions were developed to encourage proper disposal and reduce environmental impacts.    👉 The Green Nudge:  Many people believe gum littering is caused by a small group of antisocial individuals. However, ethnographic research by Behaviour Change showed that context, rather than character, often determines littering. Most people don’t drop gum habitually, but certain situations increase the likelihood of littering. Researchers identified six of these high-risk circumstances and designed behavioural interventions accordingly. In one workshop, participants expressed concern about animals getting stuck in gum, leading to the development of the “cute kitten” intervention. Using the ‘affect heuristic,’ the design featured a kitten on signs and stickers placed strategically on bins and lampposts to leverage emotions and humour, effectively reminding people to dispose of gum properly. ➡ The result: A 9-week evaluation measured gum littering rates before and after the intervention, using highly accurate gum counts adjusted for footfall using mobile phone data. The “kitten” signage reduced gum litter by up to 61%. When paired with a preliminary gum cleanse, the combination achieved an 80% reduction in gum littering. Do you know of any other nudges that prevent gum littering? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Google Maps’ Solar Potential API: Discover Your Roof’s Solar Power 👉 What unsustainable behaviour needs to change:   In both the U.S. and Europe, residential electricity remains largely fossil-fuel dependent, with 60-65% coming from natural gas, coal, and oil. While Europe has reached around 35% in renewable electricity, the U.S. trails at less than 20%. Solar adoption in single-family homes is limited to only 4.4% in the U.S., while European countries like Germany and Sweden see a higher uptake due to renewable-friendly policies. This dependence on fossil fuels persists partly due to a key barrier: the benefits of solar power often feel intangible. Many homeowners struggle to commit to renewables without clear, concrete insights into potential cost savings and environmental impact. 👉 The Green Nudge:  Google Maps' Solar Potential API, launched in August 2023, tackles this barrier directly. Using aerial imagery and advanced data analysis, it estimates the sunlight each rooftop receives and calculates personalised energy savings and carbon reduction potential. As a trusted platform, Google Maps transforms solar energy’s abstract advantages into clear, actionable information. This API provides detailed insights into the solar potential of rooftops for over 320 million buildings across 40 countries, factoring in sunlight exposure, roof shape, shading from surrounding structures, and local weather patterns. This personalised data empowers homeowners to consider solar power as a feasible, impactful option, with both financial and environmental rewards. ➡ The result: Though its widespread impact is still unfolding, initial indicators show increasing interest in solar power among homeowners. Over time, this tool could significantly reduce household reliance on fossil fuels, especially in regions with robust renewable policies, thereby lowering emissions and accelerating the adoption of clean energy solutions. Are you aware of any other nudges that help drive the sustainable energy transition? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Reducing Peak Demand in a Work-from-Home World Today’s nudge comes from Danielle (Danni) Teychenne, Co-Founder of ClimateThrive and Learning Designer at BehaviourWorks Australia. She draws inspiration from her recent Climatestream project, where she developed a grid resilience plan for the City of Bradfield. 👉 What unsustainable behaviour needs to change:   The pandemic has significantly altered our daily routines, particularly with the rise of working from home. Consequently, this shift has led to a marked increase in residential electricity usage during traditional work hours. Data from the Australian Bureau of Statistics shows that 37% of Australians were regularly working from home in August 2023, down from 40% in 2021 but still significantly higher than the pre-pandemic level of 32% in 2019. A study conducted by Li et al. (2021) analysed data from 390 apartments in New York City to examine the impacts of COVID-19 lockdowns on electricity consumption. The study, covering the period from January to August 2020, highlights that residential electricity consumption from 9am to 5pm on weekdays increased by 15% to 24% compared to pre-pandemic conditions. Furthermore, peak demand between 12pm and 5pm surged from 35% to 53%. This new load profile poses challenges for grid management, especially with climate change exacerbating wild weather events like heat waves. Common behaviours, such as using high-energy appliances (dishwashers, washing machines and dryers) during peak hours, contribute to these issues. Residents enjoy this convenience without considering the potential grid stress. And why would they? There is a distinct lack of awareness about the cumulative impact of these actions on energy infrastructure. 👉 The Green Nudge:  For households with smart meters, time-of-use fees encourage energy use during off-peak hours, saving tenants money while spreading demand more evenly throughout the day. By incentivizing off-peak usage, these charges reduce grid stress and support more sustainable energy habits. For instance, running dishwashers or laundry machines when the sun is at its peak before noon (when solar energy is most abundant) rather than during high-demand afternoon hours can significantly lower both peak demand and costs. ➡ The result: Data from the study suggests that if such tariffs are implemented widely, they could help maintain grid stability, especially as the work-from-home trend continues. Educational campaigns can increase the benefits of time-of-use tariffs, helping tenants save money, optimise energy use, and support a flexible, sustainable grid for the future. Are you aware of any other nudges that help to manage energy use more sustainably? Get in touch: hello@green-nudges.com

#GreenNudge: Cutting eCommerce Returns: Reducing the Cost of Convenience Today's nudge comes from Dr. Thilo Pfrang (Founder & CEO) and Wiebke Brinner (Behavioural Scientist) at behamics, a Swiss software company specialising in optimising #eCommerce through Causal AI and behavioural science. 👉 What unsustainable behaviour needs to change:   The ease of online returns is fueling an environmental crisis, with about 30% of online purchases being returned. This contributes to rising CO2 emissions and waste. In the fashion industry, return rates can reach as high as 50%. This seamless process encourages unsustainable behaviours such as impulse buying, overconsumption, and neglecting accurate sizing. Many customers order multiple sizes, unaware of the significant environmental toll, while fatigue and poor use of sizing guides exacerbates the problem. 👉 The Green Nudge:  To help fashion retailers reduce the rate of their returns, behamics developed green nudges that promote conscious decision-making. These nudges help to reduce unnecessary returns by encouraging customers to use size guides and product information to select the appropriate size. Powered by AI, behamics predicts which psychological factors, such as ‘social norms’ or ‘loss aversion,’ will resonate with each customer and accordingly delivers personalised pop-ups. For instance, when multiple sizes of the same product are detected in the cart, the following nudge appears: “Do you really want to order two sizes? By consciously selecting your size using our guide, we can avoid extra transport mileage for returns. Together, we protect the environment and climate. Thank you for your support!” ➡ The result: By leveraging over 40 psychological mechanisms, such as ‘loss aversion’ and ‘social norms,’ these nudges align customers with sustainable behaviour. They emphasise the negative impact of ordering two sizes (extra transport), motivating customers to choose the right size upfront, and thereby reducing returns by up to 18%. Variations of this nudge focus on factors like time loss and environmental impact, tailored to different behavioural patterns. As environmental awareness grows, these nudges are expected to become even more effective. Are you aware of any other nudges that help to reduce returns? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: Empowering Mexican Rural Women to Protect Forests Today's nudge comes from Sainsna Demizike, an Associate Consultant at Behave, a behavioural consultancy focused on helping companies achieve sustainable growth by understanding people. Sainsna holds a dual Bachelor's degree in Economics from Universitas Indonesia and the University of Birmingham, where she first explored Behavioral Economics. Recently, she has started using her expertise in Behavioral Science for social change through volunteer work. 👉 What unsustainable behaviour needs to change:   Natural Resource Management (NRM) initiatives are vital for economic recovery and environmental resilience. In Mexico, where many of the 12 million forest dwellers belong to marginalised communities, NRM programs have been implemented. However, in 2020, only 1.15% of forest sector funds went to women-led projects, with most funds managed by men. A 2017 World Bank behavioural diagnostic identified barriers to women's participation, including: ⛔ Time, financial, and aspirational scarcity: Women's dual roles in household and agricultural duties, combined with limited resources, cause them to miss opportunities to improve income and explore beyond immediate needs, such as government programs. ⛔ Gender norms and social identity: Cultural norms assign men to labour and income generation, while women are expected to focus on domestic tasks, ultimately discouraging their involvement in economic and environmental activities. 👉 The Green Nudge:  The World Bank, Rainforest Alliance, Climate Investment Fund, and Mexico’s National Lab for Public Policies conducted a Randomised Control Trial in 113 localities, by testing a specific communication strategy to explore what motivates rural women to join NRM initiatives. One treatment group used behavioural science-informed posters that: 💡 Addressed gender norms by showing women who had already applied and worked on similar projects, thus normalising their involvement. 💡 Created urgency with action-oriented messages like "Now fill sections C and D!" and leveraged loss aversion with phrases like "Don't miss this opportunity!" WhatsApp reminders and a simple one-page application checklist were also provided. ➡ The result: Localities using this strategy saw a significant increase in women applicants, showing that challenging gender norms and using targeted decision-making cues boosted participation in forestry initiatives.   By challenging traditional gender norms and employing the right decision-making cues, more rural women were motivated to participate in forestry initiatives. Are you aware of any other nudges that help marginalised communities to participate in pro-environmental behaviour? Feel free to comment or get in touch: hello@green-nudges.com

#GreenNudge: “The Great Cable Challenge”: Promoting E-Waste Recycling Today's nudge comes from Material Focus, a not-for-profit organisation tackling the issue of #ewaste. Through their UK-wide campaign, “Recycle Your Electricals,” they aim to transform how we deal with old electrical items by revealing the hidden value of these products and making it easier for everyone to recycle, repair, or donate unused electricals.    👉 What unsustainable behaviour needs to change:   Many people accumulate cables at home, unaware of the environmental benefits of recycling them. 💡 Lack of awareness: 44% of people didn’t realise that cables contain copper, a material essential for everyday items like phones and medical equipment. 💡 Inconvenience: Without easy access to information on where to recycle, people are less likely to take action. Recycle Your Electricals research shows that while 76% of people in the UK believe recycling electricals is the right thing to do, less than half (42%) think it's easy to do so. 💡 Stashing away behaviour: The tendency to hold onto unused cables for potential future use prevents timely recycling. These factors lead people to delay recycling, while also contributing to the rapid growth of e-waste in the UK. 👉 The Green Nudge:  To address the barriers to recycling electrical cables, Recycle Your Electricals is launching the "Great Cable Challenge" for International E-Waste Day 2024. The campaign employs several behavioural science techniques to drive sustainable behaviour: 🔌 Simplifying the Task: The challenge encourages participants to recycle just one cable, turning the daunting issue of e-waste into an easy, actionable step. 🔌 Leveraging Social Influence: The campaign sets a goal of recycling 1 million cables, building social responsibility through a multi-channel approach involving retailers, brands, communities, local authorities, social media, celebrity ambassadors, and a nationwide TV campaign to drive participation. This collective goal creates social pressure, motivating individuals to join others in the effort. 🔌 Positive Reinforcement: The campaign highlights the environmental benefit of saving 5,000 kg of copper, offering participants a clear, tangible reward for their actions. 🔌 Removing Friction: “The Recycle Your Electricals Locator” tool makes it easy to find nearby repair, donation, and recycling points, removing logistical barriers to recycling. With over 26,000 drop-off points nationwide, recycling electricals is more convenient than ever. ▶ The result: The Great Cable Challenge is running throughout October, marking International E-Waste Day on October 14th, 2024. Therefore, results are still yet to come. Stay tuned for more! Are you aware of any other nudges that help to reduce e-waste? Feel free to comment or get in touch: hello@green-nudges.com