At ReD, we put a deep understanding of real people back at the center of business decision-making. Our teams solve some of today’s hardest problems.
Continue ReadingWhat Adele’s songs teach us about human emotion, and why we have to dig deeper into both subjective experience and cultural context to achieve a complete picture of complex human phenomena.
In recent years, there has been increased focus on regulations to change the behavior of businesses and facilitate the transition from a fossil-fuel economy to a low-carbon economy. At the same time, many businesses have reduced operating costs by optimizing resource consumption in the production processes. These regulatory and cost-reducing initiatives are helpful, but businesses typically neglect one powerful tool: consumers.
In recent decades, social scientists have identified a long list of human biases that distort our ability to make sound decisions. The issue of climate change touches upon quite a few of those. In this article, we present five biases that significantly complicate consumers’ adoption of environmentally friendly solutions. By thoroughly understanding these biases, businesses can turn human shortcomings into a source of competitive advantage while working for a greener tomorrow.
Money does matter but in the case of making consumers go green, there are other and more emotional levers that ought to be explored with the same interest and attention, as has been the case with financial incentives. Among the myriad of examples of ads and endorsements of energy-saving devices, products or services that focus on cashing in on cost-savings, we have picked two: insulation and transport.
Kronprinsessegade 20, 1306, Copenhagen K, Denmark
+45 3333 7044
cph[at]redassociates[dot]com
Lufthansa Technik, Beiersdorf, Carlsberg, Coloplast, Danish Ministry of Foreign Affairs, DONG Energy, Intel, LEGO, Samsung
ReD Associates is an innovation and strategy consultancy. The anthropologists, sociologists, economists, journalists, and designers who make up ReD employ the methods of social science
Public Sector & NGOs, Healthcare, Consumer Products & Services, Manufacturing, Media & Entertainment, Technology & Telecom