What would you say if I were to tell you that you could make the world a better place by spending an extra $1,500 a year at the grocery store? Perhaps you would say that, for all that you believed in the cause, you really didn’t have $1,500 to spend supporting it. Which is fair enough: That’s a substantial chunk of change!

But what if I were to tell you that you could make the world a better place by spending $1,500 less at the grocery store? Without changing a single morsel of what you eat – the same brands, the same quantities, the same everything.

...The multi-billion-dollar question, then, is just this: How does one most effectively send that message, achieve that goal? Changing people’s behavior is one of the hardest things that anybody can try to do. Guilt trips don’t generally work well, or for very long; Nierenberg has more hope that a simple appeal to financial greed might be a better idea. After all, most of us would really like an extra $1,500 per year...

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