…information campaigns, which are typically focused on changing attitudes by enhancing knowledge or demonstrating the financial advantages of a particular activity, are often not enough to motivate individuals or groups to change their behaviors on the ground.”

That’s a promisingly insightful excerpt from a chapter in the forthcoming desk guide, to be published later this year by the National Riparian Service Team, a cooperative venture between the Interior and Agriculture departments.

I say it’s promising because the authors reference a lot of factors that nature protection and pollution control experts tend to underestimate: “lack of knowledge, cultural practices, social interactions, human feelings, structural (or organizational) norms, and a variety of material constraints such as lack of money or time.”

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