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Making Shift Happen (PDF)
Designing for Successful Environmental Behavior Change
For decades, corporations have used behavioral science tactics to promote a culture of overconsumption – successfully selling us stuff we don’t need. At the same time, organizations are creating huge positive social and environmental impacts through simple targeted changes using similar techniques. From hotels who have saved water and money using simple signage, to energy suppliers who have boosted renewable programs through customer enrollment form tweaks, to successes of the same-sex marriage movement – changing the behavior of millions for the better is possible.
Making Shift Happen teaches you how to use behavioral science and human-centered design to understand why people do what they do, and to harness this to help the planet. Drawing on decades of scientific research and practice, this practical guide shows you how to:
- Research, design, test, and implement practical, data-driven, science-based initiatives to get people to engage in environmentally friendly behaviors
- Use tools such as design thinking, prototyping, and a behavioral drivers analysis that can be implemented quickly to adapt to rapidly changing situations
- Design and strengthen pro-environmental policies that are generally beyond the reach of legislation or regulation.
A must-have guide for practitioners in organizations, businesses, and government looking to design successful campaigns and initiatives that shift behavior toward positive environmental outcomes.
Nya Van Leuvan, MA, is the co-founder and executive director of Root Solutions. She is a former fisheries specialist at Environmental Defense Fund, co-author of two books on the use of market-based approaches in fisheries, and holds an MA from the School of Human Evolution and Social Change. She lives in Mill Valley, CA.
Rod Fujita, PhD, is a leader in the theory and practice of aligning incentives with good conservation outcomes. He co-founded Root Solutions and is the Director of Research and Development at Environmental Defense Fund’s Oceans Program, where he has been working to improve fisheries for more than 30 years. He lives in Oakland, CA.
Lauren Highleyman, MS, manages projects and partnerships at Root Solutions. She holds an MS in Natural Resources and Environment, with a specialization in Environmental Behavior, Education, and Communication. She lives in Sausalito, CA.
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