Nudging fans towards more sustainable behaviours – Sustainability Report

Apathy. The path to least resistance. It’s human nature for us to let some things slip through the cracks because of how much we have to process on any given day.

While many of us have the intention of adopting more sustainable habits and behaviours, the fact that some don’t fit seamlessly into our everyday lives means we stop short of taking the required action.

This week’s podcast guest, behavioural economist Christina Gravert, spends her time investigating what lies in the gap between intention and action, and how to potentially close it.

Hard measures, such as regulations and incentives, may drive people towards behaviour change. But Gravert’s research demonstrates that softer ‘nudges’ – where people are asked to make decisions in a slightly altered environment – may be just as effective, if not more, if executed well.

In this episode, Gravert explains how any organisation can use the technique to support policy, and help people make better decisions for the environment. She explores some of her research, and reflects on how nudging could be adopted in the sports industry, using a stadium setting as an example.

Listen to the full episode:

Guest

Episode #63 talking points:

– Why people don’t make optimal decisions, and how nudging can support them

– How nudging can be used to support sustainable behaviour change in various settings, including sport

– What organisations can do to develop a good nudging strategy

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