Understanding default decision-making and the benefits of making sustainable behavior the default
The power behind the opt-out and opt-in and what this could mean for widespread environmental progress
Default options are pre-established routes of activity that encourage certain behaviors and streamline decision-making processes and actions. By being provided automatic options we are able to interact within our environments more easily and understand what is expected of us. In terms of an efficiency standpoint as well as a social standpoint, default options provide an accessible norm from which members of society can abide by. In some sense this becomes a form of autopilot and entirely normal course of action. Thus, the use of a default is an extremely powerful option to create beneficial behavior and encourage actions that are preferable. This can be used advantageously in a number of ways, for example to promote actions one wishes to see from their consumers or promote sustainable behaviors that socially and environmentally provide benefit.
Socially, opting in or opting out from default selections can have consequences and can affect the decisions users make. As mentioned, individuals tend to avoid making an active choice, choosing to undergo the passive option they are presented with for ease of activity (Harvard Business Review 2008). The majority of individuals do not divert off course from the default selection, so choosing one option over another to present as the default can result in highly differing outcomes. One commonly researched example is the occurrence of organ donors. In Germany people must opt in to become an organ donor, meaning they are not organ donors by default, and must make the selection to do so. Only 12% of Germans opt in to be organ donors. However, in Austria individuals are organ donors by default and must elect to opt out. 99.98% of Austrians choose to remain in the pool of organ donors (Harvard Business Review 2008). Despite it being a highly personal and important decision, and regardless of cultural context, it was found the prevailing decision centered around the default selection that was provided (Harvard Business Review 2008).
Many businesses have integrated the use of default selection to their advantage by automatically directing the consumer to choose options that are more profitable. For instance, during online checkout the consumer may be automatically positioned to enroll in a subscription and must select to opt out. If the consumer does not opt out, this promotes longevity and profitability for the business. Additionally, a number of digital operating systems direct consumers to tip a business or a server as a default, with some prompting the highest tip selection as that default. This way consumers have to actively consider if they want to opt out from tipping altogether or choose a different percentage than the option provided. In some such instances the consumer feels the social pressure to comply with the default option and make the socially perceived right choice (Sustainable Brands 2016).
Considering default behavior with a sustainable lens, much progress can be made by positioning environmentally friendly alternatives as the main event by using automatic selection. Using biodegradable materials instead of plastic and using energy-saving routes as defaults can quickly amount to savings in CO2 usage. Making choices easier for consumers, or automatic even, makes it easier for consumers to do good and it can be vastly environmentally advantageous.
In terms of the public sphere, some public bathrooms have positioned hand dryers closer to the sink and paper towels at a distance. Users must go out of their way if they wish to use the paper towels. Other restrooms have completely removed paper towels establishing the hand dryer as the default and are able to save paper. Toilets are being engineered as well to have multiple settings to elect to use more or less water usage depending on need, offering less water as a default.
Other examples that are becoming more mainstream include Starbucks, where straws were the default option for cold drinks up until recently. The rollout of lids which bypasses straw usage enlists the new lid as the default for drinking cold beverages. The straw becomes an opt-in method in order to limit resource usage. Several food delivery services as well such as UberEats have been promoting opt-in methods for disposable utensils to reduce waste and resources that are otherwise unnecessary. Additionally, hotels seek to reduce water used for rewashing sheets and towels during a customer’s stay and allow customers to opt in to eco-selections. However, in this case utilizing an opt-out method from a default eco-washing selection would be more effective in encouraging the preferred behavior (Sustainable Brands 2016). Unfortunately, many unsustainable defaults have been programmed into our activities and routines, which can be hard to break for cognitive, social, and efficiency reasons. Despite requesting a beverage that comes in a can on an airline flight, customers are still provided a plastic cup and must request to opt out to not receive the cup.
Such examples of default options are all around us and impact our daily lives in countless ways. Understanding the power and pervasiveness of default options allows for thoughtful rejection as well as adoption of effective methods to encourage beneficial action. Some examples of easy and actionable sustainable defaults are having printers set to print double-sided, being enrolled in automatic digital billing, and providing straws only upon request (Sustainable Brands 2016). Additionally, by positioning recycling and compositing stations more proximally to where consumers need, content can be diverted from the default landfill option. Establishing more effective default behaviors offers endless possibilities both large and small across business and personal use. By creating automatic selection of options, programs, products, and packaging that offer resource savings, both environmental and business aspects benefit significantly. In this sense, small changes to current routes of activity can have lasting and building effects.
It can be difficult to encourage widespread adoption of pro-environmental behavior, however, by putting into place sustainable defaults, consumers will not need to face additional barriers to doing good. What potential sustainable default actions excite or interest you? Until next week, stay savvy.
Goldstein, Daniel G, et al. “Nudge Your Customers toward Better Choices.” Harvard Business Review, Harvard Business Publishing, 30 Oct. 2008, hbr.org/2008/12/nudge-your-customers-toward-better-choices.
Izzo, John. “Sustainability by Default: Making Doing Good the Easiest Choice.” Sustainable Brands, Sustainable Brands, 10 Aug. 2016, sustainablebrands.com/read/behavior-change/sustainability-by-default-making-doing-good-the-easiest-choice.