The Environment Movement at a Crossroads
Submitted on Jul 15, 2008 (Original item from 2008)
Advocacy Strategies | General Animal Protection | Animal Advocacy | Environment | Psychology, Social Development, Social Motivations | Social Marketing
by
"Weathercocks and Signposts" critically reassesses current approaches to motivating environmentally-friendly behaviour change. Current behaviour-change strategies are increasingly
built upon analogy with product marketing campaigns. They often take as given the "sovereignty" of consumer choice, and the perceived need to preserve current lifestyles intact. This report constructs a case for a radically different approach. It presents evidence that any adequate strategy for tackling environmental challenges will demand engagement with the values that underlie the decisions we make – and, indeed, with our sense of who we are. [Excerpted from report]
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