Seizing the moment for a greener world

Cities have the potential to be at the forefront of efforts to become climate-neutral, according to the European Commission’s recently launched Cities mission. For environmental psychologist Lorraine Whitmarsh nothing holds more truth. “The local level is probably the scale at which we can most effectively engage people in change. People are more likely to feel ownership of their local area, have relevant expertise and know what is needed.” Her ERC-funded project MOCHA explores how behavioural change happens to seize the moment for an environmental turnaround. Change is an inevitable part of life - what if, with the right understanding of life transitions and environmental impact, becoming greener were too?