Wednesday, December 10, 2014

Keeping Down with the Joneses to Save the Environment

The World Wildlife Fund urges us to think about the poor polar bears and penguins whose homes are swiftly melting away. Meanwhile, documentaries—from Al Gore’s classic An Inconvenient Truth to Showtime’s recent Years of Living Dangerously—warn us of impending natural disasters. Yes, environmentalists tend to go all dramatic on us in order to minimize energy use and treat the planet better. But these efforts, largely, aren’t working. A spate of new evidence suggests that fear-based approaches to environmental change are backfiring, resulting in little more than angry arguments over Thanksgiving dinner between you and your climate-change-doubting uncle. But about a decade ago, behavioral psychologists hit on an important finding: people are actually willing to save energy when they see how much energy their neighbors are using. A groundbreaking 2004 study revealed that, contrary to popular belief, people do not care much about saving money on their electricity bill or protecting the environment; the single biggest motivator to changing our energy consumption is our desire to keep up—or, in this case, down—with the more energy-efficient Joneses. more

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