What unsustainable behavior needs to change:

India is home to 22 of the world’s most polluted cities – with road transport being the biggest accelerator of global carbon emissions. Commuting in India’s urbanising landscape significantly contributes to air, noise, and sound pollution. 

BluSmart, India’s first and leading all-electric ride-hailing mobility service, claims it’s saved over 5,500 tonnes of CO2 in Delhi-NCR within a year. On a daily basis, their ride-hailing service saves 25 tonnes of CO2, equal to planting 1,000 trees. However, people often stick to familiar transport due to the status quo bias. BluSmart uses behavioural science to encourage eco-friendly commuting habits, tapping into human psychology to sustain these choices.

The Green Nudge:

BluSmart effectively employs behavioural science to encourage actions that promote zero-emission commutes.

#1 Concretization

They prioritise showcasing concrete benefits over mere features, recognizing that tangible benefits resonate more strongly with users. By prominently displaying metrics like „CO2 saved in kilograms“ and „fuel avoided in litres“ at the top of their platform, BluSmart makes these benefits easily visible thereby, reinforcing the positive behaviour of reducing one’s carbon footprint.

#2 Ego Bias

BluSmart leverages the “ego bias” by empowering users to see themselves as active contributors to reducing CO2 emissions and fostering a cleaner environment. By displaying users‘ names and photos alongside their contributions, the platform personalises one’s environmental impact; thus helping the user to cultivate a sense of accomplishment and environmental responsibility. This personalised approach reinforces the perception that individuals are actively making a difference in reducing emissions and contributing to a cleaner future.

#3 Social Norms

BluSmart highlights a growing community of eco-conscious commuters, inspiring others to join in. This taps into the power of social norms, where people embrace behaviours aligned with their community; therein nurturing a shared purpose towards a cleaner environment. The company capitalises on the desire for social recognition and status,which allows users to share their eco-friendly choices on social media. Additionally, appealing to those aspiring to be trendsetters and influencers.

What unsustainable behavior needs to change:

In India, inadequate handwashing practices pose a substantial public health concern. Only 53% of the population employs soap when washing their hands before eating. According to a government-conducted study, over 67% of households exhibit subpar hand hygiene practices. 

Additionally, the habit of washing hands with soap during crucial moments is infrequent in the region, with approximately 50% of households relying solely on water for handwashing. 

The pressing question then becomes: How can we nudge people to embrace better hygiene practices and break free from the unsustainable habit of not just rinsing hands, but also washing hands with soap before eating?

The Green Nudge:

Hindustan Unilever’s Lifebuoy brand, in collaboration with Ogilvy, devised a clever and elegantly simple solution to address that unsustainable habit. The idea was not only to remind people to wash their hands at the right time but also to do so using an unconventional advertising medium: food and dishes.

At the 2013 Kumbh Mela, they collaborated with 100+ local festival kitchens, stamping a question onto every roti (Indian flatbread) served: „Have you washed your hands with Lifebuoy?“ Throughout the 30-day festival, they imprinted over 2.5 million fresh rotis, reaching 5 million people. This timely initiative brought handwashing to the forefront of people’s minds.

The impact of this initiative is extending well beyond Kumbh Mela. Lifebuoy is now introducing this tactile reminder to 35 more Indian religious festivals, collectively attracting over 200 million attendees annually.

Are you aware of any other nudges that promote sanitary hygiene? Feel free to comment or get in touch: hello@green-nudges.com