Columnist Crawford Hollingworth Its not easy being green I n 2021, sustainable behavioural change is no longer a lifestyle choice, it is a necessity. We need to find ways to accelerate sustainable behaviour before its too late. Behavioural science helps us understand why a sustainable lifestyle is currently not easy to achieve, yet it also tells us how to make it easier for consumers. Climate change scientists calculate that we need to reduce our individual carbon footprints by 75%, to less than two tonnes per person per year, to have any hope of avoiding a catastrophic rise in global temperatures of two degrees. The average Briton emitted more than eight tonnes in 2017 and the global average is around four tonnes. Clearly, companies need to take action to reduce their footprints, but changing individual behaviours is equally critical; 40% of UK emissions are estimated to come from households, and basic necessities such as heating, food and daily travel are the main contributors. So how can we make the dramatic inroads urgently needed to reduce our carbon footprint by 75%? 1. Make impacts and gains much easier to understand Cognitive strain having to think too hard or navigate complexity can lead to lack of engagement and action. Cognitive strain is often high for those wanting to lead a sustainable lifestyle, as its so complex to understand. Tonnes of carbon is a very abstract term; with few common reference points it is hard to Seth Wynes, at the University of British Columbia, calls this low carbon numeracy. Several surveys that he and his colleagues actions on their carbon footprint, people seem confused about which behaviours they need to reduce or stop, and which are important to start or increase. In general, people: Forget that flying has one of the highest carbon footprints, yet they are disproportionately aware that they need to stop using plastic bags Underestimate the carbon footprint of eating red meat 62 Impact ISSUE 33 2021_pp62-63_Crawford.indd 62 26/03/2021 10:19