There are two reasons why people will behave in a Sustainable way:

  • Because they want to, or;
  • Because they have to.

There is no guarantee that they will do it for a third reason:

  • Because they feel they should do.

Think of all the things that you think you should do that you don't – mine is a very, very long list – and yet this is the first and often only lever that most Sustainability professionals pull. Far better to get people to want to do it (e.g. via Green Jujitsu) and/or hardwire it into their job description/personal objectives.


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