Cleaning Up: Leadership in an Age of Climate Change Is It Ever OK to Promote Fossil Fuels? Ep186: Rory Sutherland
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Nov 20, 2024 
In this engaging conversation, Rory Sutherland, Vice Chair of Ogilvy UK and behavioral science expert, discusses the interplay of psychology and marketing in climate action. He argues that subtle interventions might drive more meaningful change than heavy mandates. The ethics of promoting fossil fuels amid the climate crisis is examined, raising complex questions about necessary compromises. Sutherland emphasizes effective persuasion and human motivations as keys to influencing sustainable behavior, even recommending innovative approaches to shifting transportation habits.
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The Irrational Consumer
- People don't always act rationally, often making decisions based on emotions and subconscious factors.
- Their stated reasons may differ from their true motivations, as seen with toothpaste and bottle banks.
The Power of Rebranding
- Rebranding can significantly impact consumer perception and sales, like Cornish sardines (formerly pilchards).
- Chilean sea bass, formerly Patagonian toothfish, demonstrates the power of name changes.
Satisficing vs. Optimizing
- Satisficing, not optimizing, drives many consumer decisions; minimizing the worst outcome is key.
- Solar panel sales struggle because the initial investment and perceived risks are high.
