Normalizing Sustainability

By John Robinson, University of Toronto

We often hear the argument that, given the urgency of climate change and sustainability concerns,  significant changes to individual behaviours and lifestyles are required. This has led to a wide array of public education and climate literacy campaigns aimed at changing such behaviours. In this blog, I will argue that some fairly strong research findings suggest that such campaigns are of limited value in influencing behaviour change, and moreover that focusing on changes in individual behaviours may be distracting us from much more significant possible steps.

There are many models of behaviour change in …