ABSTRACT
A quick look at the pro-environmental behaviour movement today reminds one of the views of London City from the top of Parliament Hill in Hampstead Heath park – a bustling arena of seemingly random activity as planes sketch patterns across the sky, helicopters cruise over St James’ Park, buses and taxis zip around everywhere, and everything seems frantically busy. As one gets more involved in this energetic field, a greater realization dawns on the incredible number and variety of initiatives going on across the UK, aimed at getting individuals to shift either individual behaviours or whole lifestyles in a proenvironmental direction. The passion and commitment of the individuals attempting to drive this change is evident, and within their own small spheres, they are indeed often making a genuine and long-lasting difference to the individuals their programmes reach. Despite all of this energy, passion and busyness, however, these behavioural shifts are not making their effect weighty enough to register on the radar of mainstream society and culture.
