What to Do About It
This final chapter distills the book’s analysis into lessons—how to get good people to do good environmental things: Make the better environmental choice easier and cheaper than the alternatives. Avoid scaring or depressing people, or using guilt or shame. The best kind of information is procedural: show people how to do the things that will make an environmental difference. Behavior can change attitudes; get people to act in an environmental way and they are more likely to support environmental action. Willpower can be a depletable resource; make the preferred option automatic or habitual or obligatory, rather than a constant moral decision. Change the systems (social, economic, or legal) rather than the individuals. Recognize that people’s behavior happens for a reason. Find out what they are trying to accomplish, and figure out a way for that need or goal to be met in a less environmentally damaging way.