This blog was originally posted on the website Valuing Nature.

A new WWF report, Weathercocks and Signposts: The Environment Movement at a Crossroads, critically reassesses current approaches to motivating environmentally-friendly behaviour change. Current behaviour-change strategies are increasingly built upon analogy with product marketing campaigns. They often take as given the 'sovereignty' of consumer choice, and the perceived need to preserve current lifestyles intact. This report constructs a case for a radically different approach. It presents evidence that any adequate strategy for tackling environmental challenges will demand engagement with the values that underlie the decisions we make - and, indeed, with our sense of who we are.

Download the report

EXECUTIVE SUMMARY (645kB)
FULL REPORT (620kB)

I've also started a wiki, where you can say what you think of the ideas developed in the report.