British pop-rock band promotes returning and reusing plastic LED wristbands on tour through social norms and reminders.
What unsustainable behavior needs to change:
LED plastic wristbands are becoming increasingly popular in concert culture, offering an aesthetic experience that fosters a sense of unity and excitement among the audience. These wristbands are often taken home as souvenirs, extending the concert’s impact. However, while the special feeling after a concert is fleeting and intangible, the environmental consequences can be both significant and tangible.
Most concerts distribute single-use plastic LED wristbands, contributing to a rise in plastic waste. Moreover, the small batteries in these wristbands can become environmental hazards if not disposed of properly. This highlights the urgent need to promote sustainable practices during concerts. Given the challenge of influencing large crowds, it is crucial to design a sustainable approach that is simple, effective, and easy for both organisers and attendees to adopt.
The Green Nudge:
Artists possess powerful means of conveying messages through storytelling. By creating a sustainable, context-based approach during entertainment events, they can have a highly impactful effect. Recognizing the power of their influence, the pop-rock band, Coldplay, has effectively tapped into social identity and employed behavioural tools. For instance, they’ve encouraged concertgoers to return reusable LED wristbands at the end of their shows.
During their recent ‘Music Of The Spheres’ tour, Coldplay used gamification and frequent reminders to promote wristband returns. Visual cues were projected at regular intervals before the show and during intermission, reminding the audience to return their wristbands upon exiting. Additionally, a scoreboard displayed the leading venues in wristband return rates, introducing a gamified element that fostered friendly competition (aka Social Identity) among attendees. To further reinforce this behaviour, employees stationed at the exits reminded the audience to drop off their wristbands.
The result: On average, the return and reuse rate of LED wristbands is 86% of concertgoers. This initiative has significantly contributed to Coldplay’s overall reduction in direct carbon emissions, which currently stands at 59%. By making the process simple and engaging, these effective strategies have made responsible behaviour both sustainable and desirable.
Are you aware of any other nudges that help to prevent unnecessary waste? Feel free to get in touch: hello@green-nudges.com
FromVishnushree Venkatesh, an aspiring behavioural economist and analyst. With a dual Master’s degree in Behavioral Economics and Economics, her work is centred on promoting sustainable practices and creating social impact. Vishnushree has gained valuable experience as a research analyst in public institutions and the consulting sector, working with non-profits in both Ireland and India.
