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Root Solutions is a nonprofit organization dedicated to providing conservationists and policy makers with tools and resources informed by the proven methods of behavioral science, allowing them to create more effective campaigns, policies, and strategies that reflect how people actually make decisions and the factors that motivate behavior that is good for them and the environment.
The problem with many traditional approaches is that conservationists tend to assume that disseminating facts and building awareness is enough to change behaviors. While facts and logic often persuade people who are already positively predisposed, these arguments rarely motivate action nor do they resonate with people who think about nature differently, have different values, or use different frames and metaphors to understand the world.
By understanding human behavior and the factors which influence the choices people make, conservationists will be able to “nudge” people toward decisions and behavior that are good for them and good for the planet.
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