In the battle against climate change, we often lean on science, regulation, and logic, but as Rory Sutherland argues, illogical thinking may hold the key to real progress. BBEB champions innovation and resilience, and using insights like these can elevate our impact.

Thinking Beyond Logic: Why It Matters

Humans don’t always respond to data or rationale. Sutherland notes, “The human mind does not run on logic any more than a horse runs on petrol.” Innovation often comes not from strict analysis, but from a creative reframing of the problem.

3 BBEB-Inspired Strategies from Behavioral Science

1. Reframe the Ask

  • Instead of overwhelming calls to “save the planet,” focus on small, modular steps - like converting one room to solar rather than the whole roof.
  • By breaking big goals into achievable milestones, we build momentum.

2. Engineer Behavior, Don’t Just Inform

  • Successful recycling programs changed behavior by redesigning choice architecture, not by preaching values.
  • Embed efficiency through smart systems, not just awareness campaigns.

3. Make the Selfish Benefit Front and Center

  • Soap ads historically linked hygiene to personal appeal which was an easy way to harness pro-social behavior.
  • Frame sustainability around tangible gains (cost savings, personal health, prestige) then amplify the societal upside.

The Long Game: From Behavior to Belief

Sutherland’s example of transitioning to an electric car shows how behavior drives belief: once people act, attitudes often follow. BBEB thrives on this virtuous cycle, by embedding transformation through systems that shape action.

Why This Matters for BBEB

  • Innovation over inertia: Illogical pivots help overcome the status quo.
  • Resilient systems: Small actions, repeated consistently, scale to lasting change.
  • Data meets insight: Behavioral creativity complements analytics—maximizing impact.