James Bury, Head of Marketing and Communications, Education & Culture, Expo City DubaiImagine we implemented worldwide legislation that organic carrots were just called carrots, and the pesticide‑laden had to be labelled chemical carrots. What if Fairtrade coffee was just coffee, and the non‑Fairtrade option was called exploited coffee?
These are just thought experiments, but they expose a real problem. The destructive enjoys the privilege of being the norm, while the planet friendly is forced to wear the label.
Behavioural economists Richard Thaler and Cass Sunstein call this choice architecture. The way options are presented, whether in a supermarket or on an energy plan, shapes what people choose, often more powerfully than rational arguments or raw data.
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