This is the myth of apathy:

The myth of apathy reframes how we think about behavior change. The fundamental premise is that rather than barriers to engagement or actions, we need to look to complications, dilemmas and ‘tangles’ that keep people from acting on what really matters to them.  Please visit my blog and stay in touch.

Check out my new piece, “Beyond Behavior Change” on Sustainable Brands! I argue that we must address behavior change far more systemically than we currently do. This means attending to meaning; and designing methods to get us there faster, more effectively.