The Little Book of Green Nudges

The nudge: Use positive messages that will resonate with your target audience and make them feel good about themselves. Highlight the co- benefits of a sustainable behaviour, such as how it will save people money or make them healthier in addition to conserving natural resources. Evidence that it’s effective: A survey of UK citizens who had adopted lower-carbon lifestyles found that concern for “the environment” was often not their primary motivation. 15 People in a study who were asked to imagine the positive emotion of pride expressed more pro-environmental intentions than people asked to imagine guilt. 16 Why it works: People tend to find messages based on pride, fun and humour more compelling than those based on guilt. People are also driven by desires to save money, have fun, get healthy and be social. Frame messages positively and highlight co-benefits MAKE IT ATTRACTIVE

Promote plant-based food as aspirational, delicious and filling How? Change the descriptions of plant-based food on menus and packaging to evoke taste and indulgence, like “spicy chickpea curry” and “pasta with creamy sauce”. 17 Avoid terms like “vegetarian” and “meat-free” that can have negative connotations, implying to some people that plant- based food is lacking substance or flavour.

Who might be involved? Campus catering coordinators

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