Report: Social Mobilization: How to encourage action on climate change

This analysis shows that by applying tailored programs with proven behaviour-change strategies, program administrators can more effectively succeed in goals such as reducing energy consumption and encouraging low-carbon lifestyles. We recommend that programmers work with environmental psychologists or other social scientists to design behaviour change programs that target specific behaviours within specific populations. Strategies should try to match the motivations, demographics, culture and values of their target audience. Importantly, programs should be designed with long-term behavioural persistence and program evaluation in mind. This means encouraging intrinsic motivation for behaviour change (e.g., personal satisfaction) in addition to extrinsic motivation (e.g., saving money). This report discusses several successful large-scale programs that were previously implemented that can serve as exemplars.

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