We need a new language to help people understand their electric power: the big household decisions they control that bring emissions down and comfort up!
At Rewiring America, we like simple phrases that stick, and our founder Saul Griffith has lots of them, all centered around a core idea: Just do these five (or so) big electric things, and don’t sweat the small stuff.
To see whether Saul’s sticky sloganeering swayed souls, we worked with the Behavioral Insights Team to commission some incredible research. So, what did we learn? Keep it simple, speaker!
People respond to a simplified choice set and an understanding of which electric actions really move the needle.
So if we want to help people make powerful and effective purchases that lower emissions and raise their quality of life, we need even easier electric messaging.
This is how we get from reduce, reuse, recycle to reduce, reuse, rewire!