How Framing New Year’s Resolutions Encourages Sustainability

What unsustainable behaviour needs to change:

Each year, millions of people commit to resolutions for a fresh start, yet most fail to sustain these goals beyond a few weeks. Resolutions framed negatively, such as “stop taking the car so much,” can feel restrictive and demotivating. This Avoidance-oriented approach tends to fall short compared to positive resolutions, which focus on adopting new behaviours.

Framing sustainable resolutions in actionable, positive terms—like committing to use public transport or cycle twice a week—can help individuals shift behaviours towards greener choices. By rethinking how resolutions are set, people are more likely to form habits that reduce emissions and contribute to broader environmental goals.

The Green Nudge:

Oscarsson et al. (2020) studied 1,066 participants and divided them into groups with varying levels of goal-setting support: an “active control” group, a “some support” group, and an “extended support” group. Support groups were coached to formulate approach-oriented goals, focusing on adopting positive behaviours instead of avoiding negative ones.

For example:

• Avoidance goal: “Drive less to reduce emissions.”
• Approach goal: “Walk or bike for two short trips per week.”

The result: The study demonstrated that participants with Approach-oriented resolutions had higher success rates throughout the year, with a majority successfully maintaining their resolutions well beyond a few weeks. Framing resolutions positively aligns with behavioural science principles, increasing motivation and adherence to sustainable behaviours. Clear, Action-focused goals not only nudge people towards adopting greener habits but also create a sense of achievement, making these habits easier to sustain over time.

Do you know of other nudges that help shift unsustainable habits? Feel free to comment or get in touch: hello@green-nudges.com