How do you get people to do things that are actually good for them? That’s the question marketing strategists Graceann Bennett and Freya Williams set out to answer in their recent research study, Mainstream Green: Moving Sustainability from Niche to Normal. Their research focused on mainstream behaviors around sustainability, but what they learned has application to many behavior change fields, including healthy eating and food policy. The answer? The power of social norms and our fundamental human need to belong override logic, reason and morals most of the time. In this talk, Graceann and Freya explain why succeeding in motivating the mainstream to do what’s good for them will require a radically new approach.