The road to virtue is paved with bad intentions

How do you get people to do good things? You appeal to their baser instincts

A while back the marketer Rory Sutherland wrote about proposing actions to combat climate change:

“The people who claim to care most about the problem more are those least likely to solve it. The more widely acceptable a proposal may be, the least signalling value is to be gained from promoting it.”

Rory’s argument was that those who care most about a pro…