Mr. Improbable sent me a link to this New York Times article about getting rural Kansans to embrace cleaner energy. Most of the people written about in the article don’t accept the reality of global climate change, so it was initially believed that getting them on the conservation bandwagon would be difficult — until clean-energy group “ran an experiment to see if by focusing on thrift, patriotism, spiritual conviction and economic prosperity, it could rally residents of six Kansas towns to take meaningful steps to conserve energy and consider renewable fuels.”
And it worked. Because it didn’t try to change people’s beliefs, or their values, or their identity. Rather, it asked them to live up to the values they already embraced.
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