Behavioural psychology should be used to incentivise sustainable changes. The work of Prof. Daniel Kahneman indicates that humans are irrational beings, and that 95% of our decision making is subconscious. It is also governed by cognitive biases: we tend to favour now instead of the future, to favour pleasure instead of pain, and we tend to remember loss instead of gain. These findings offer insights into how governments can craft solutions to the climate crisis to shape consumer behaviour, and alter the economy. Government incentives must align with these findings, incentivising positive (sustainable) decisions, and penalising those with a negative effect on the environment. Because of our tendency to remember loss rather than gain, penalties may be effective; however, there is a need to find a balance between 'carrot' and 'stick' approaches when it comes to economic incentives in order to identify the most suitable solutions. Furthermore, data and technology such as Virtual Reality technologies can appeal to the empathy of humans - if these technologies are used in such a way in which we are shown today what the impacts of climate change could be, this could create a greater sense of urgency and need to act.
Presented by: Manjula Lee, Founder and Chief Executive of World Wide Generation
Applying behaviour change techniques to key challenges