ABSTRACT
Generating long-lasting and meaningful changes in sustainable behaviour is a huge challenge. Many sustainability initiatives have responded to this by targeting low-hanging fruit – so-called 'simple and painless' behaviour changes like unplugging phone chargers, switching to energy-saving light-bulbs, or re-using plastic bags. The idea – which makes intuitive sense –is that the simple changes provide a 'way in', and may act as a catalyst for more substantial changes in the future. So promoting sustainable behaviour matters and ensuring that any sustainable programme is based on the best available research and practical case studies is an essential piece of the puzzle. Many people are wary of committing themselves to changes in their personal behaviour when it seems as if bigger gains can be made elsewhere. If low-impact changes become an end in themselves, then the effort expended is probably not worth it.
