This TED Talk features behavioral scientist Eraz Yoali, recorded live at TEDx Cambridge 2018.

How can we get people to do more good?

To go to the polls, give to charity, conserve resources,

or even to do something as simple as washing their mugs at work so that the sink isn't always full of dirty dishes.

When I first started working on this problem, I collaborated with a power company to recruit customers for a program that prevents blackouts by reducing energy demand during peaks.

The program is based on a tried and true technology.

It's one, the Obama administration even called the cornerstone to modernizing America's electrical grid.

But, like so many great technological solutions, it has a key weakness.

People.

People need to sign up.

To try to get people to sign up, the power company sent them a nice letter,

told them about all the programs, benefits,

and it asked them to call into a hotline if they were interested.

Those letters went out, but the phones, they were silent.

So when we got involved, we suggested one small change.

Instead of that hotline, we suggested that they use sign-up sheets,

that they'd post near the mailboxes in people's buildings.

This tripled participation.

Why?

Well, we all know people care deeply about what others think of them,

that we try to be seen as generous and kind,

and we try to avoid being seen as selfish or a mooch.

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