When Ogilvy took on the goal of making households in the UK recycle more, their “one bin is rubbish” campaign focused on getting folks an extra bin at home. This, in turn, meant that folks found it much easier to sort their recyclable trash and, thus, recycle more.
A big reason for the success of their campaign was their focus on changing behavior instead of attempting to make them card carrying members of the green movement.
Over time, changes in behavior inspire changes in beliefs and attitude.
It is a story I think of every time I think of the climate crisis of late. We need more of a focus on changing behavior before attempting to change beliefs.
