Ienvironmental problems are one of the major concerns of the French people. However, from intentions to action, the margin for progress is considerable. At the end of 2022, the French, for example, placed the reduction of waste at the forefront of desirable public actions from an ecological point of view, and 89% of them claimed to take care of it individually, according to the second edition of the barometer. “The French and their carbon footprint” carried out by Odoxa for EBRA-SUEZ.
Without, however, France succeeding in catching up in this regard compared to other European countries. How to do it ? What type of public action could really change behavior? Rather than talking only about rules or taxes, as we usually do when we talk about ecological transition, it is necessary to also talk about emotions, because these play a major role in transforming habits.
Aiming for sobriety, in particular, is not easy. Such an approach obliges individuals to renounce some of the pleasures offered by the consumer society. Often, too, attempts at voluntary sobriety arouse ridicule from loved ones. It’s not easy to persevere in the effort when you’re surrounded by people who “enjoy life” and distance those who could give them a bad conscience.
Resist the temptation to return to habits
The role of the pioneers most committed to the ecological transition is nevertheless crucial. Their example arouses other vocations, awareness. The resulting change in consumer demand then leads companies to modify their offer. This gradual change in mentalities is also necessary for a tightening of environmental rules to become acceptable.
But how to support the efforts of this avant-garde eager to live and consume differently? How to break their ambivalence between, on the one hand, convictions and values, and, on the other, attachment to habits and concern to belong to the majority group? The research highlights the very positive role of “challenges”, such as the Challenge to Zero Waste, launched in 2016 in Roubaix (Nord), and which has since been emulated in several regions (“Playing with trash: How gamification contributed to the bottom-up institutionalization of zero waste”Olivier Cristofini and Thomas Roulet, Academy of Management Proceedings, 2020).
Engaging in a collective game, whatever it is, first gives pleasure to the participants, including when the objective is to have bins as empty as possible! A crucial pleasure to continue to act in the face of adversity. Regular feedback on “performance” also encourages participants to apply themselves to improve their score, a bit like in a video game. The follow-up provided by the organizer and his encouragement help maintain motivation and resist the temptation to return to habits.
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