Changing behavior without worrying about the reason for it

When persuading people to change behavior, a common mistake we make is that we expect them to do something because it is the right thing to do. We reject the fact that they are more likely to do the same thing when it is the easier thing to do.

Littering is a problem across cities in India. Public service campaigns to deter people from littering have limited effect. Installing waste bins at regular intervals is a better strategy. It makes a smaller ask of people than having them carry a banana peel in their pocket because they love their city.

This idea travels well. Want to put in place a recycling habit in your building? Gift residents a second bin for waste segregation. Want people to use less non-renewable energy? Make adoption of solar energy easier.

Our attitudes don’t drive our behavior as much as our environments do.

Attitude demands finite things like willpower. A well-designed environment makes no such demand. It just makes you do the thing you need to do feel like the thing you want to.

Appealing to the conscience to effect change is like asking a child to eat greens because of long-term health benefits. We like to think that positive behavior change happens for a bigger cause. Yet, we can improve our chances of changing social behavior if we can stop banging on the drum of bigger cause.

Just take away the excuse from people for not doing something. Do you think Elon Musk has changed the hearts of all those who are on the Tesla waitlist? That the car is electric is almost incidental. That it is cool is intentional.

But once they make the switch–to electric, to solar, to recycling–people will come up with reasons to explain their behavior. They will identify themselves as environmentally conscious in parties and market research surveys. But don’t bank on that for bringing about change. Just design cool things.