09 Oct Why We Struggle to Live Sustainably
Why We Struggle to Live Sustainably (Even When We Care)
Most of us genuinely care about the planet. We talk about climate change, feel frustrated about plastic waste, and nod along when friends mention sustainable living. Yet, when it comes to our own choices, taking a car instead of the bus, buying fast fashion, or forgetting a reusable cup, our actions often fall short of our intentions. Psychologists call this the intention–behaviour gap: the space between what we want to do and what we actually do.
This gap doesn’t mean we’re hypocrites or that our environmental values are fake. It’s simply that human behaviour is complex, shaped by habits, convenience, and social context more than pure moral conviction. Once we understand those forces, we can start to close the gap.
How our Habits, Convenience affect Cost Sustainability
Much of what we do each day is automatic. Habits save mental energy; our brains love efficiency. So, when we’ve always thrown things in a general bin or bought coffee in disposable cups, changing that pattern takes conscious effort. The sustainable option often demands more friction: remembering your tote bag, washing containers, or searching for recycling bins. In the moment, our brains are wired to choose the easiest path, not necessarily the greenest one.
Convenience also drives how products and systems are designed. If supermarkets wrap everything in plastic and cities lack accessible recycling points, even the most motivated individuals face barriers. In other words, sustainable choices are rarely the “default,” and that makes all the difference.
Social Influence: How Culture Shapes Sustainable Choices
Humans are deeply social creatures; we look to others to guide how we behave. If nobody else brings a reusable cup or cycles to work, it feels awkward to be the one who does. Social norms can subtly discourage sustainable actions by making them seem inconvenient, uncool, or “extra.”
But they can also work in the opposite direction: once enough people adopt a sustainable behaviour, it quickly becomes the new normal. That’s why visible changes, like offices banning single-use plastics or festivals promoting eco-cups, can shift behaviour across large groups.
Nudging the Mind Toward Everyday Sustainability
The good news is that we don’t have to rely solely on willpower. Behavioural science shows that small changes in our environment, known as nudges (see previous blog for more info), can make sustainable behaviour easier and more automatic.
For example, cafés that offer a discount for bringing a reusable cup (or charge extra for disposable ones) subtly shift the default choice. Recycling bins placed in more visible spots increase use dramatically. Even framing messages differently, like highlighting how many people already recycle, can tap into social motivation.
These nudges don’t force anyone to act sustainably; they simply make the greener choice the path of least resistance. And when those actions become habitual, the intention–behaviour gap starts to close.
Small Shifts That Build a Sustainable Future
Living sustainably isn’t about being perfect; it’s about redesigning our habits and environments so that our good intentions naturally turn into action. The more sustainable choices feel easy, normal, and rewarding, the more likely we are to stick with them.
We already care about the planet. The challenge now is to make our daily routines reflect that care, one reusable cup, bike ride, or mindful purchase at a time.
About SOStainability
At SOStainability, we specialize in guiding businesses, communities, and organizations to successfully integrate sustainability into their strategies. We offer consultations tailored to your unique needs, helping you drive positive change that benefits both your bottom line and the world around you.
Whether you’re looking for sustainability assessments, ethical marketing strategies, or tailored training, our team is here to support your journey. For consultations or business inquiries, please reach out to us at hello@sostainability.co.uk
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