What unsustainable behavior needs to change:

Imagine you’re buying a new washing machine. Even if you wanted to choose the most energy-efficient one, you typically can’t – for the simple reason that appliances are labelled purely with the energy class they fall into (both here in the EU and the US). Put another way, we as consumers cannot “choose” the most energy-efficient appliance. Instead, we “have to pick” one (and hope for the best). This distinction between choosing and picking may sound like semantics, but it’s crucial.

We cannot expect consumers to make green choices when they aren’t able to make a choice at all. The Enervee team decided this conundrum was wrong, and wanted to enable consumers to make a greener purchasing decision. 

The Green Nudge:

The obvious question however, is whether we as consumers would move to choose the most efficient, if we could. Put another way, do we tend to pick because we cannot choose, or do we pick because we cannot be bothered to choose? 

To get to an answer, the team at Enervee combined behavioural and data science, to study every single product in the market, and to develop the “Enervee Score.” The Enervee Score ranks every product in a category, scoring between 0 and 100 – the higher the score, the more efficient the product compared to other similar products. By introducing this score, they turned what had been a “shrouded” attribute into an “actionable” attribute. 

The result: In randomised controlled studies they saw a 20% increase in efficiency for products chosen when the score was shown. This result is crucial, regardless of shoppers’ interest in sustainability or the climate. 

This simple nudge secured innovation awards and has been held-up as an example of ‘market transformation,’ moving US policymakers away from expensive product rebates. And nudging consumers to buy a more efficient product means there are energy savings every time that product is then turned-on, by virtue of it being more efficient than the average product in that category. This is an example of a single nudge, used one time, that can deliver energy savings across the lifetime of the product. 

Do you know of any other nudges that promote better, sustainable decision-making? Feel free to get in touch: hello@green-nudges.com

What unsustainable behavior needs to change:

Toilet paper presents a significant environmental concern due to its production process. Mass-produced toilet paper contributes to extensive deforestation, with approximately 1.9 million trees being cut down daily to meet global demand. This massive deforestation not only diminishes vital forest ecosystems but also exacerbates climate change by reducing carbon sinks. The production of toilet paper is also associated with unregulated, often uncounted, carbon emissions. Additionally, the manufacturing process is incredibly water-intensive, consuming approximately 140 litres of water for every toilet roll produced! 

Consumers are encouraged to choose sustainable alternatives like Who Gives A Crap (WGAC), which has been redefining the humble toilet roll for a decade. WGAC isn’t just about loo paper; it’s a movement. They give 50% of profits to sanitation projects, and they’re not shy about it. With products like 100% bamboo and recycled tissue, they’re proving that business can be a force for positive change.

The Green Nudge:

By leveraging Behavioral Science nudges, WGAC effectively steers consumer behaviour away from mass-produced goods towards sustainably sourced alternatives.

• Social Proof: They’re not just selling paper; they’re crafting a community. Every customer is a vote for a greener planet. They do this effectively through both their social media content and throughout the website, with a myriad of positive reviews
• Reciprocity: Offers like ‚Give $10, get $10‘ aren’t just deals – they’re a pact. You help us, we help you, and together, we help the world.
• Authority: It’s not just paper; it’s a promise. Their B Corp stamp isn’t a badge – it’s a battle standard for eco-warriors. And they have plenty of powerful, evidence backed statistics.
• Scarcity: ‚Limited time‘ isn’t a gimmick; it’s a call to action. It’s now or never for the planet.
• Emotional Appeal: Every roll has a story. It’s not just about cleaning up after – it’s about cleaning up our act globally.

With half their profits fueling the fight for global sanitation, WGAC is not just wiping away waste but wiping out water woes. They’ve raised AUD $13M+ and they’re just getting started. 

Do you know of any other nudges that facilitate the adoption of sustainable product alternatives? Feel free to get in touch: hello@green-nudges.com