The Little Book of Green Nudges

The nudge: Use messaging that focuses on a positive social identity or implies that the recipient’s social group includes people who perform a desired behaviour. Send messages from people the recipient is likely to respect or identify with. Evidence that it’s effective: A campaign to reduce illegal wildlife trade among men in Vietnam highlighted the desirable identity of internal character strength (“chi”), contrasted with obtaining strength from rhino horn consumption. 22 Students from disadvantaged backgrounds in the UK were more likely to apply to university when they received a letter of encouragement from a former student with a similar background. 23 Why it works: People attach a lot of value to their sense of identity and to social groups they belong to or want to belong to. Social influences are particularly powerful when they come from “people like us”, or people we find likeable, credible or authoritative. Harness identity and the right messengers MAKE IT SOCIAL

Student activists at Cyprus University of Technology.

The Little Book of Green Nudges 24