However, it is clear that ‘There is no automatic or logical relationship between knowing and doing. There is no coupling such that a certain information results in a certain action. What normally happens is that a certain information does not give rise to any action at all. ….. The debate on lifestyle and environment has concentrated far too much on the individual, far too little on society, far too much on households, far too little on companies, far too much on goods, far too little on systems.
There is reason to look at the social conditions governing consumption and behaviour. ’What is advocated is greater participation of social scientists, behavioural specialists, psychologists and the advertising industry in helping to persuade us to change our behaviours. ‘Environmental problems cannot really be solved without placing the focus on people – i.e. on our actions/behaviours, value systems and our way of organising society.’
But of course, any adjustments to the way we organise society is a very hot political potato and who wants to mess with that! When lifestyle issues are almost sacred, while lifestyle enhancement means higher consumption, the behaviouralists are likely to be well extended.