Weathercocks and Signposts
Published by the Worldwide Fund for Nature, Weathercocks and Signposts: The environment movement at a crossroads critically reassesses current approaches to motivating environmentally-friendly behaviour change. Current behaviour-change strategies are increasingly built upon analogy with product marketing campaigns. They often take as given the ’sovereignty’ of consumer choice, and the perceived need to preserve current lifestyles intact. This report constructs a case for a radically different approach. It presents evidence that any adequate strategy for tackling environmental challenges will demand engagement with the values that underlie the decisions we make - and, indeed, with our sense of who we are. You can download the Executive Summary and the Full Report at: www.wwf.org.uk/strategiesforchange.