Professor John Thøgersen from Aarhus School of Business, Aarhus University, talks about campaigning for making people make small changes in their everyday lives, to make a change in the climate and build a more sustainable society. Based on his latest paper, published together with Tom Crompton from WWF, he claims that, if we only make small changes, we'll only achieve small changes.
The second point he makes is, that it is of no use for campaigners to use the economic argument to make people change. There is more sense in using the environmental argument, as it creates an obligation for people to make a change. 1) Campaigning for small changes is not enough 2) Perspective on motivation for personal change 3) Financial motivation for change is not good enough
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