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TEDxHarvardLaw - Freya Williams & Graceann Bennett - Cracking the Code on Norming Better Behaviors

How do you get people to do things that are actually good for them? That's the question marketing strategists Graceann Bennett and Freya Williams set out to answer in their recent research study, Mainstream Green: Moving Sustainability from Niche to Normal. Their research focused on mainstream behaviors around sustainability, but what they learned has application to many behavior change fields, including healthy eating and food policy. The answer? The power of social norms and our fundamental human need to belong override logic, reason and morals most of the time. In this talk, Graceann and Freya explain why succeeding in motivating the mainstream to do what's good for them will require a radically new approach. In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)
Length: 19:17

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