It worked for smoking and seat belts; now social marketing can change your eco-habits, too.
ON A JUST-ABOVE FREEZING MORNING in Yarmouth, Nova Scotia, the residents of Collins Street emerge from their Victorian homes, lugging bags and bins to the curb. It’s garbage day, not normally cause for anxiety, but on this particular day in April 2007 people may be feeling a little exposed. For the first time, their week’s trash will be on display in newly mandated clear garbage bags. The worry is not so much that the neighbours will get a peek into the refuse of their private lives (residents are allowed a single opaque “privacy bag” for anything embarrassing), but that if a bag contains any trace of organics or recyclables, haulers will mark it with an orange sticker and leave it at the curb, branding its owner as the neighbourhood eco-boob. Continue reading