Why adopting greener habits is hard?
Assessment
Today’s challenge with ecology is to try and bring new habits to people’s lives in order to protect the planet (recycling, reduction of waste, energy consumption, etc.). However, this new way of living does not fit with the current behavior of humans. The objective here is to alter habits that are deeply embedded in a person’s life. Changing can be difficult when one does not find personal motivation for it. However, in order to find this personal motivation, it is necessary to touch the needs of the person.
What are habits?
Our life is dictated by ours habits. we function like a robot: we breathe, we eat, we drink, we go to work, we sleep, etc. Habits are all the actions and ways of living that we follow on our daily routine. The brain creates neural freeways on your daily behavior that allow you to live without thinking about it, that is to say, mechanically.
What is our needs?
We need goals in order to move forward in life. These are forged according to several criteria, including our needs. They are the internal compass that keeps him on track in order to achieve these goals.
According to Anthony Robbins, famous American coach, human beings have 6 needs listed below:
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certainty,
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uncertainty / variety,
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meaning / importance,
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love and connection,
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grow and evolve,
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to contribute.
Let us dwell here on the need for meaning / importance. Beyond the meaning that we give, there is this desire to feel important, to count for something or for someone: "I have my place, I fit in". We all need to know that we have our place in this world and that we are useful for something.
Habit problem?
It is proven in Stephen Guise's book “Mini-habits”, that it takes on average 66 days to develop a new habit. In order to achieve this goal, we will draw on our personal motivation and our desire to find meaning, and from there, be able to change our lifestyle. If we have no goal, then that motivation will gradually die out, without passing the 66-days mark. The urge to start this new habit will go away and we will simply continue to live the same way as we was at the beginning. We did not find meaning and importance in the establishment of a new habit.
Okay, but what's the link with ecology?
The message that we currently want to get across with ecology is that the planet is in bad shape, it is burning and its ecosystem is being killed by plastic and other wastes. We are talking about facts here, not the personal impact and meaning they might have on us. The message is clear, but does not reach our personal level. Without any personal impact regarding our needs, it is difficult to change.
Our ultimate goal has always been the pursuit of happiness. How to get there ? By reaching, for example, self-confidence, self-esteem, respect for others, etc.
By aligning a strong message, linked with the needs of all humans (meaning-importance / ecology), it will become possible to notice a change in habits that will lead to a change in the way we live.
Perfect, but does it really work?
Absolutely ! According to a study carried out in 2012 by the Veblen institute “Macho et écolo, c'est possible” (read "Macho and eco-friendly, it's possible"), which remains a current issue, it is possible to bring ecology into everyone's lifestyle without necessarily impacting their lives. How? By presenting a message that fits with a person's needs.
The ad "Don’t mess with my Texas" is a great example. By putting up an advertisement that communicates on the values of “the man” (force, honor, virility, action), Texas was able to reduce the quantity of roads littering by 72%, reaching this in only five years. Likewise, Patagonia's advertisements draw a parallel between the brand's ecologically responsible clothing and equipment with the aspirations for independence, ambition and respect for nature of outdoor enthusiasts.
Finally, in 2016, a video promoting the reduction of meat consumption was filmed with Arnold Schwarzenegger "Less Meat Less Heat". Why did they choose him? He integrates the perfect example of modern man wanting to dominate the world by his charisma and his physical strength. This advertisement shows that it is possible to achieve this physical condition by reducing the consumption of meat and contributing to a better world.
In summary
If we not find it meaningful to implement a new habit and reduce his environmental impact, it will not work or only a little. The current challenge for governments as well as public or private institutions is to communicate a clear and direct message that will positively impact the needs of all humans. It’s the great way to develop new habits naturally, without creating a feeling of constraint, which in return could lead to an acceptance of the masse.
The next question would be: Do governments, institutions and companies really want to spread an impactful message for change
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