The green hook

In encouraging green behaviour, the fear of higher authority doesn't (currently) apply due to lack of legislation, in comparison to drink driving, anti-smoking etc.

So what is the 'green' hook? As we have seen, many other motives beyond the fear of punishment can lead to consumer cooperation; the desire for reputation and approval and, to varying extent, the sense of fairness. This is why behaviours of nagging/counting/showing are steadily emerging.

Can you think of any brands already doing this well? An obvious example outside of sustainability would be that of anti-bullying with 'show' collateral such as wristbands.

Within the world of sustainability? The Nag is a great example. The act of ‘showing’ and then ‘nagging’ itself, lends itself to an innate biological need to seek acceptance amongst peers. Sainsbury’s jute bags are a good example of ‘showing’ but with purpose and utility.


Do you have any other examples or ideas? Low co2 car stickers for those who have passed low co2 driving schools? Low co2 awards at work e.g. carbon calculator’s for employees and awards for those with the lowest co2 consumption?
An Online league table for energy performance housing?