Coop, Denmark’s big retail co-op, says it wants to lower its climate footprint without moralising to shoppers. Its climate chief, Jonas Engberg, puts it plainly: most Danes don’t shop to save the planet — they shop to make dinner and pack the kids’ lunches. But climate still matters to them, so the strategy is to communicate positively and make the climate-friendly choice the easy one at the shelf, rather than lecturing. The co-op’s app even lets around 350,000 customers track the carbon footprint of their groceries.
There is something almost stoic about it: no finger-wagging, no guilt, just quietly arranging things so the better choice is also the easy one. It is a bet that behaviour shifts further when you remove friction and judgement than when you pile on shame.
So…:
Where could you make the better choice the easy choice, instead of telling people off?
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