The United Nations isn’t generally thought of as a marketing entity — but a little marketing savvy is just what’s needed to encourage sustainable consumption habits worldwide, according to the U.N. Environment Programme. Right now, the organization says, only 5 percent of people in developed countries maintain sustainable lifestyles, defined as “enjoying a good quality of life” while consciously choosing to reduce pollution and consumption. By working with psychologists and behavioral scientists, UNEP is trying to figure out how best to up that number by encouraging people to “think green” when they reach for their wallets. The organization believes that while guilt doesn’t work (tough luck, Arianna Huffington), financial incentives just might.

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