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ISBN: 9781550927412-09

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Cultivate powerful HABITS


From: Making Shift Happen


This chapter highlights how we can cultivate environmentally friendly Habits. This chapter provides a variety of tools to support our target audiences in building durable positive habits by shaping the first actions toward change, introducing new contextual cues to trigger desired actions, and reinforcing these actions with practice, feedback, and incentives. This chapter also provides a variety of tools to support breaking habits by disrupting old cue and response links.



Nya Van Leuvan

Nya Van Leuvan, MA, is a leader in designing and executing programs that accelerate social change by shifting human behaviour. She co-founded and directs the not-for-profit Root Solutions to increase the effectiveness of conservation advocacy and policymaking through the use of behaviour change, design thinking, and systems thinking. She holds an MA from the School of Human Evolution and Social Change at Arizona State University and a BA from the University of California, Berkeley. She’s from San Francisco, California.

Lauren Highleyman

Lauren Highleyman, MS, is a communications and behaviour change strategist with experience designing and implementing effective and engaging initiatives across a variety of environmental issue areas. She is passionate about applying insights from the social and behavioral sciences to inspire action and strengthen collaboration among diverse environmental stakeholders. She holds an M.S. in Natural Resources & Environment with a focus in Environmental Behaviour, Education and Communication from the University of Michigan and a B.A. from UC San Diego. She lives in Marin County, CA.

Rod Fujita

Rod Fujita, PhD, is a leader in the theory and practice of aligning incentives with good conservation outcomes. He co-founded Root Solutions and is the Director of Research and Development at Environmental Defense Fund’s Oceans Program, where he has been working to improve fisheries for more than 30 years. Rod has served on numerous state, regional, federal, and international advisory bodies and has authored over 100 peer-reviewed publications, as well as many popular articles and the well-received book, Heal the Ocean. He lives in Oakland, California.

Ashleigh Kellerman

Ashleigh Kellerman, BA, is a Senior Associate at Root Solutions, where she focuses on framing for improved environmental communication and behaviour change. An alumna of UC Berkeley with a background in Psychology and Economics, she has dedicated her career to shifting the frames, narratives, metaphors, and values that underpin many of the world’s most pressing social issues. She lives in Berkeley, California.