In 2022 we reached Earth Overshoot Day a little over halfway through the year. Overshoot Day marks the point where we have used up a year’s worth of the planet’s resources and are starting to live on borrowed time.
To dial down our resource use, humanity as a whole is being urged to behave more sustainably – and here sustainable transport is key. Sustainable-transport messages from governments and environmental groups need careful framing to cut through. In Manila, such framing built acceptance for new sustainable policies.
Often sustainable messages try to align with the values, goals, personality, motivation or beliefs of the target audience. Such an approach is supposed to heighten the messages’ persuasive power. But this assumes people will willingly transition to sustainability with no hesitation or resistance.
