"In recent years, the vast majority of Americans have come to accept climate change as a reality. As people across the country have become aware or been personally affected by environmental and social justice issues such as extreme weather events, contaminated drinking water, poor labor conditions, growing economic inequality, racial and gender inequity, and more, the urgency and desire for solutions to these systemic issues continues
to grow.
However, there remains a disconnect between these ever worsening problems and the solutions commonly promoted to the public by the media, brands, and environmental organizations. From all of these sources, individuals are commonly told to make sacrifices in all aspects of daily life — drive less, avoid plastics, switch to efficient appliances and smart thermostats, and so forth. “Sustainability” itself has also become a vague term that denotes something undesirable for Americans — the imposing of limitations. This can make it an inadequate term for communicating the more universally desirable goals that sustainability aims to achieve.
This thesis addresses the disconnect between communication, expectation, and the reality of how Americans experience the range of sustainable choices they face in their daily lives. By having greater empathy and understanding of that reality, creatives who help to craft the products they buy, the services they use, and the communication they receive can create experiences that make sustainability more desirable and more accessible. This project assembles some of the most effective tools and strategies from the fields of user experience design and marketing, and demonstrates how they can be effectively used to revamp how creatives design for sustainable action."