Root Solutions
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Brief information
Company type Direct Employer
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Root Solutions is a nonprofit organization dedicated to
providing conservationists and policy makers with tools and resources informed
by the proven methods of behavioral science, allowing them to create more
effective campaigns, policies, and strategies that reflect how people actually
make decisions and the factors that motivate behavior that is good for them and
the environment.

The problem with many traditional approaches is that
conservationists tend to assume that disseminating facts and building awareness
is enough to change behaviors. While facts and logic often persuade people who
are already positively predisposed, these arguments rarely motivate action nor do
they resonate with people who think about nature differently, have different
values, or use different frames and metaphors to understand the world.

By understanding human behavior and the factors which influence
the choices people make, conservationists will be able to “nudge” people toward
decisions and behavior that are good for them and good for the planet.

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