Fooling the human brain for
       sustainability
20th of mai, PECHA KUCHA NIGHT HASSELT –
              CREATIVE CLASS

 ...
Reflective system:
                            Controlled
                            Effortful
                        ...
Why do we do this?
The Homer Simpson Brain




                                 Automatic system:
                                   Uncontr...
People are monkeys too
People are monkeys too
What
is
gonna
work
best?

                           

If you isolate your house, you’ll save 
             350 Euro a yea...
What
is
gonna
work
best?

                           

If you isolate your house, you’ll save 
             350 Euro a yea...
What
will
Linda
do?

                           

Bank Clerk and ac=vist in the feminist 
              movement    

    ...
What
will
Linda
do?

                           

Bank Clerk and ac=vist in the feminist 
              movement    

    ...
Wanna fight obesities?
Land of efficiency

Doing the job right




                      Land of effectiveness

                      Doing the r...
Can we fool the natural world too?
 People
choose
what
others
chose

 People
choose
what
is
closest
available

 People
choose
for
the
status‐quo

 People...
Sustainability
is a creative opportunity!

        www.trinity-planning.be
Fooling the brain for sustainability for slideshare
Fooling the brain for sustainability for slideshare
Fooling the brain for sustainability for slideshare
Fooling the brain for sustainability for slideshare
Fooling the brain for sustainability for slideshare
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This is a presentation for Pecha Kucha Night in Hasselt, organized by Creative Class VZW. It is about how we should address the human brain to encourage sustainable behavior

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Fooling the brain for sustainability for slideshare

  1. 1. Fooling the human brain for sustainability 20th of mai, PECHA KUCHA NIGHT HASSELT – CREATIVE CLASS www.trinity-planning.be
  2. 2. Reflective system:   Controlled   Effortful   Deductive   Slow   Self-aware   Rule-following Are we rational beings?
  3. 3. Why do we do this?
  4. 4. The Homer Simpson Brain Automatic system:   Uncontrolled   Effortless   Associative ,   Fast eha viour io us b , habit   Unconscious R outin choice   Skilled ive intuit
  5. 5. People are monkeys too
  6. 6. People are monkeys too
  7. 7. What
is
gonna
work
best?
 
 If you isolate your house, you’ll save  350 Euro a year  vs. 
 If you isolate your house, you won’t  loose 350 Euro a year 
  8. 8. What
is
gonna
work
best?
 
 If you isolate your house, you’ll save  350 Euro a year  vs. 
 If you isolate your house, you won’t  loose 350 Euro a year 
  9. 9. What
will
Linda
do?
 
 Bank Clerk and ac=vist in the feminist  movement   vs. 
 Bank Clerk 
  10. 10. What
will
Linda
do?
 
 Bank Clerk and ac=vist in the feminist  movement   vs. 
 Bank Clerk 
  11. 11. Wanna fight obesities?
  12. 12. Land of efficiency Doing the job right Land of effectiveness Doing the right job
  13. 13. Can we fool the natural world too?
  14. 14.  People
choose
what
others
chose
  People
choose
what
is
closest
available
  People
choose
for
the
status‐quo
  People
choose
not
to
lose
  
People
choose
as
Homer
Simpson
(intuiAve)
and
 jusAfy
their
choice
as
Captain
Spock
(raAonal)

  15. 15. Sustainability is a creative opportunity! www.trinity-planning.be

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