Incentives & Sustaining Culture10 / 12
Sustaining Habits & Avoiding Rebound
Initial change often reverts (rebound 20-30%); maintenance campaigns needed.
10 min read · Jacob Willis, Net Zero Lead
The hardest part of behaviour change is not starting new behaviours but sustaining them. Initial enthusiasm fades, old habits reassert themselves, and savings drift away. Sustaining change - turning behaviours into lasting habits - is where many programmes fail.