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Anonymous

3 months ago

“Essentially, overshoot is a crisis of human behaviour,” says Merz. “For decades we’ve been telling people to change their behaviour without saying: ‘Change your behaviour.’ We’ve been saying ‘be more green’ or ‘fly less’, but meanwhile all of the things that drive behaviour have been pushing the other way. All of these subtle cues and not so subtle cues have literally been pushing the opposite direction – and we’ve been wondering why nothing’s changing.”

The paper explores how neuropsychology, social signalling and norms have been exploited to drive human behaviours which grow the economy, from consuming goods to having large families. The authors suggest that ancient drives to belong in a tribe or signal one’s status or attract a mate have been co-opted by marketing strategiesto create behaviours incompatible with a sustainable world.

“People are the victims – we have been exploited to the point we are in crisis. These tools are being used to drive us to extinction,” says the evolutionary behavioural ecologist and study co-author Phoebe Barnard. “Why not use them to build a genuinely sustainable world?”

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