Sustainability: behaviour change – lessons from public health

As Steven Johnson points out if you want to change peoples behaviour in terms of sustainability it needs to have meaning in terms of an individuals personal life, not just convincing them that it is an important issue. In his experience of working on behaviour change in public health he says:”if we are to effectively drive behaviour change, we need to locate our issue within people’s existing value sets and priorities, rather than seek to extend their values sets to encompass our issue. In very basic terms, we make healthy eating about being able to play football with your son, rather than about preventing heart disease; we make being smoke-free about attracting the opposite sex, rather than preventing lung disease.”

For full article see:

Communicating sustainability: lessons from public health

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