You're Gonna Realize This Makes So Much Sense
The secret to changing the world? Maybe...
I know why you’re here. You want to see change in the world. You want to believe that a just and sustainable future is possible and you understand that the time to act is now.
So thank you for being here, we need you!
But the gaze upon that horizon can seem daunting, can’t it? It’s like we’re Frodo with a world of mountains, alleys, and deep dungeons in front of us, and we can only hope that a big-hearted and bold Sam decides to give us some company on that journey.
A journey requires a lot of change.
“Systems change, not climate change”, as many nifty climate march signs have spoken across the globe.
And they’re right. If we can’t recognize that the systems we live within aren’t sustainable and get serious about creating new ones, none of our effort to date will cut it — no matter how awesome you are at composting your food. It simply won’t be enough unless everyone else does it too.
I understand that as with anything climate change, there isn’t ONE solution that can give answers to all our challenges, but today’s topic is worth putting some serious focus on.
Let’s talk about choice architecture.
What is Choice Architecture?
As explained in this article by Fast Company, “choice architecture,” or behavioral design, can help influence consumers to make better decisions for the climate. This type of behavioral design can take multiple forms and come with different “depths”, but ultimately, they make it easy for people — everyone — to make smart, sustainable choices.
For example, you can be incentivized to switch to renewable energy for your home simply by being able to see how many of your neighbors have already done so (a study showed that redesigning electric bills, sharing a chart that compared their use with neighbors — and a smiley face if they were one of the most efficient homes — helped drop energy usage with an average of 7%.)
This kind of surface-level choice architecture of “keeping up with the Joneses” can sometimes do the trick. We’re social creatures and it should never be underestimated how powerful comparing ourselves to the crowd can be. But a deeper, even more, profound effect comes when you start making choices for people.
Take airplane food, for example. What if the default choice was a low-carbon, plant-based option and you could request getting fish or meat if you wanted it? I don’t know how many times I’ve learned that I could’ve chosen to opt in for a vegan meal but since we were already up in the air, it was too late. In other words — a healthier and more sustainable option was possible, but I had to go the extra mile to request it.*
As is the case with so many other choices in our daily lives.
This very example of choice architecture came into fruition in New York last year when Mayor Eric Adams ruled to make healthy, plant-based foods the default option at NYC hospitals. He tweeted:
“By introducing nutritious, plant-based, culturally appropriate meals as the primary options for patients at @NYCHealthSystem facilities, we can reduce rates of chronic disease like the one I suffered from and send a clear message: The food we eat matters”
Pretty awesome, if. you were to ask me!
*I understand the irony in this example as flying in itself is highly unsustainable. But you get the idea.
Choice Architecture Can Save Lives
Did you know that 85% of Americans approve of donating organs, yet, every year over 40,000 people die waiting for an organ donation? It’s not because too few people die to keep up with demand, but because most people simply don’t end up donating, although they would’ve agreed to it.
Why?
Because in The United States, you have to opt-in to donate your organ. It’s not even that hard (all you have to do is check a box) but the idea of opting in adds an additional layer of conscious commitment, resulting in unnecessary deaths that could’ve easily been avoided with (yes you guessed it) proper choice architecture.
This article explains it perfectly:
“The reason that some countries have significantly higher rates of organ donation is not because of the country’s religion, culture, or wealth. Instead, it is due to the way citizens are asked to become organ donors.
Those countries that have low rates of organ donation ask their citizens to opt-in by checking a box if they want to become an organ donor. In contrast, those countries that have extremely high rates of organ donation ask citizens to opt-out by checking a box if they do not want to be an organ donor. In short, the deciding factor in whether or not people donate their organs is the way the choice is presented to them.”
By simply being conscious of how choice is presented to us, we can literally save lives! And I will be so bold to say that I think it can help us save the planet too.
The truth is we’re not some dark, vicious species. Humans are amazing! We care, we treasure life, and we want to do the right thing, the only issue is that “doing the right thing” hasn’t been as easy as it should be.
It’s Not Our Fault
I’ve said it before but I will say it again — climate change is not your fault. Nor is plastic-filled oceans, Amazon deforestation, or the race toward mass extinction yours to blame. In many (if not most) cases, it’s the fault of greedy industries that continue to choose profit over health and prosperity and, unfortunately, we have become slaves to their systems. It’s because of those industries that we now take for granted that a plastic fork is provided with every meal, or that sayings like “Now you’re cooking with gas!” has become common terminology for “Now you’re doing it right!” (A marketing slogan originally create by — you guessed it — the oil industry.)
But if we continue to question what we know and take for granted, and allow ourselves to get excited about the changes possible, a lot can be done. And when we create the right systems to enable those changes with some sort of ease, we can start moving mountains pretty quickly. That is the power of choice architecture.
You’re not forcing anyone to do anything, you’re not stripping anyone of their free will, you’re simply making it easy to do the right thing.
And now I hope you’re thinking — Yeah, that makes a lot of sense!
Choice Architecture In Practice
Excited? Good! Now, let’s start working on some C.A. in practice! Here are some examples of how you can get started with this powerful tool in your community, workplace, or home.
Work with local legislatures to make laws of smart choices (be inspired by citizen Raine Manley who did that here in New York)
Redesign your workspace to nudge co-workers to smart choices, may it be composting, recycling, or ride-sharing. Signs with smileys and smart room placement can actually go far (you’d be surprised.)
Talk to your local school/hospital/community center/…[fill in the blank] about making low-carbon food choices the default option
Have a look at your own home — how can you create systems that will enable simplified, smart choices? How can you make new sustainable thinking routines?
Talk about it. Start spreading awareness to the people around you about how much exciting change is at your fingertips and invite them to participate in that exciting shift with us. Here are some tips for how to successfully onboard new climate optimists!
Sign petitions. Yes, they matter, and in a matter of seconds, you can help fuel choice architecture put in place by other passionate change-makers!