Lights, camera, behaviour change: Mass media as a tool for mainstreaming sustainability

There is an urgent need for scalable interventions that can shift societal norms and human behaviour to address the global sustainability crisis. With its extensive reach and cultural influence, mass media is a critical yet underutilised tool in this effort. This paper presents a novel, real-world study to explore the effectiveness of promoting residential energy efficiency through a reality-style television show. Behavioural science principles were embedded throughout the 8-part television series, with a longitudinal mixed-method design used to evaluate the potential impact on viewers over time. Statistical analysis of the results suggested that watching the show was positively associated with an increase in viewers' self-reported desire for homes with an energy star rating above the minimum standard, with this effect strengthening based on the amount of content viewed. Qualitative insights from semi-structured focus group discussions also supported this potential positive influence of the TV series. Overall, this study demonstrates a practical, real-world example of how combining behavioural science with entertainment and mass media can support behaviour change, while also providing a framework to inform the design of future interventions to promote sustainable behaviours at scale.