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the big rethink



through effortless communications


"Recent research has advanced our understanding of

the psychological,social, and cultural influences

on decision making and human behavior

and has demonstrated that they have

a significant impact on development outcomes."

Jim Yong Kim'signature, President, THE WORLD BANK GROUP

World Development Report 2015: Mind, Society, and Behavior

Foreword by Jim Yong Kim, President, THE WORLD BANK

Jim Yong Kim, President, THE WORLD BANK GROUP

Excerpt from the summary

In the past few decades, research from across the natural and social sciences has provided stunning insight into the way people think and make decisions.Whereas the first generation of development policy was based on the assumption that humans make decisions deliberatively and independently, and on the basis of consistent and self-interested preferences, recent research shows that decision making rarely proceeds this way. People think automatically: when deciding, they usually draw on what comes to mind effortlessly.

As this report from the World Bank shows, there is a realisation at the very highest levels that we need to completely rethink the way we address large audiences about societal challenges. This is the subject of my white paper INSTINCTIVELY SUSTAINABLE. I show how some commercial brands have quickly interpreted and applied the teachings from psychology and neuro-science, sometimes with astonishing success. 

Through the next few chapters I aim to describe how their strategies can be remodeled for the purpose of re-branding sustainability as an aspirational goal for the next generations.


The task is not trivial but, considering the dignity of the goal, ignoring the opportunity is simply not an option. 


Mario Hytten       

rethinking sustainability communications

The citations on this page are reproduced from the World Development Report 2015: Mind, Society, and Behavior.

Washington, DC: World Bank. doi: 10.1596/978-1-4648-0342-0.License: Creative Commons Attribution CC BY 3.0 IGO

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