After years of trying to contort myself into a sustainable lifestyle and feeling guilt when I failed, I realize that I never had a chance.
Beneath the science of behavior change are real stories and real lives. We must never lose focus of the value changing behavior can have to a community or an individual.
Behavioral scientists have a crucial role to play in the world’s quest for environmental sustainability. But to realize the potential of our work, we need to work with designers not just end users.