This article is about the consumer side of that. It’s also a compare-and-contrast piece between Volvo’s approach and one espoused in the electric industry. And it’s a case for why trying to get consumers to change their behavior voluntarily isn’t always the best option when we’re trying to get to a more sustainable future.

“What?” you say. “Shelton Group’s all about creating behavior change – it’s one of the three things your group does besides telling corporate sustainability stories that build brands and marketing products that are more efficient and sustainable!” Yes, sometimes the faster path to change is simply to take away the less sustainable option and force the change.