Why do people, despite good intentions and awareness, continue to engage in unsustainable behaviour? And what does it really take to bring about lasting behavioural change — especially among affluent groups? These questions were central to an inspiring session by behavioural scientist Reint Jan Renes (Amsterdam University of Applied Sciences) at our 28th Knowledge and Demo Day.
Record-breaking heat, floods, avalanches, and prolonged droughts — alarming news stories bombard us daily. The planet is in crisis. And yet, we continue with behaviours that harm the climate and increase our ecological footprint.
Why don’t we change?
Over 75% of Dutch citizens regularly express significant concern about climate change. Yet these concerns rarely translate into real, lasting behavioural shifts. The climate is changing—so why aren’t we?
“Many people agree that ‘something’ needs to be done about climate change,” says Reint Jan Renes. “But that willingness drops sharply the moment plans become concrete.” Few are prepared to take real responsibility. This leads to a growing gap between words and actions.
Who should act? We should!
The richest 10% of the global population is responsible for roughly half of all CO₂ emissions. Meanwhile, the poorest 50% contribute just 8%. So the responsibility falls squarely on us—to address the problems we have helped create.
Yet we don’t act. We feel entitled to behaviours that heavily burden the climate: eating meat daily, regularly buying new clothes or gadgets, taking frequent flights. We know it’s harmful to the planet—and we do it anyway. Why?
Coping strategies
We’re remarkably good at justifying our actions: “What difference does one time make?” Or: “Everyone else is doing it.” “My neighbour is much worse than I am.” “I already do some good things—don’t expect me to do more.” And: “Scientists keep changing their minds. I read somewhere it’s not that bad after all.”
Sound familiar? Then you’ve likely used some of these coping strategies too.
This lack of personal ownership leads to a “steady state”—a status quo in which everyone looks to someone else to take the first step. Many believe governments should lead, since they have the authority to initiate and enforce change. But research shows that governments often take a surprisingly passive role in social transitions.
Speak up and be visible
So what does help? People are more inclined to adopt sustainable behaviour when they hear about the concrete actions others are taking. Do you eat (less) meat? Take your bike or public transport? Talk about it positively. Start conversations about climate-harmful behaviours.
Make your actions visible. This has an even greater impact when individuals and organisations regularly appear in the media. It helps correct the false belief that few people care about the climate—or that you're among a rare few making an effort.
Talking openly about climate-positive behaviour is crucial for shifting social norms. Demonstrating it in everyday life is inspiring. Both can act as powerful drivers to accelerate the transition. And that’s vital. Especially in light of another research finding: Climate-friendly behaviour makes us happier.
