The document discusses 5 rules for sustainable influence in communications: 1) keep messages simple, clear, and concrete; 2) follow social norms; 3) increase mental availability; 4) make messages personal; and 5) leverage pattern recognition. It provides examples of how to apply each rule, such as structuring choices to emphasize plant-based options, highlighting dynamic social norms, reducing psychological distance, and using visual implicit messages on food packaging. The overall message is that communications should reduce physical and psychological distance to choices and behaviors to most effectively encourage sustainable decisions.