Designing for the Senses: How Subtle Cues Can Make Sustainability Desirable

Rationally, most people believe in taking actions that benefit the environment. According to one poll, for instance, 46% of Americans would consider switching to a plant-based diet to reduce their carbon emissions.¹ Yet, this recognition does not always translate into their real-world choices. National meat consumption appears to be growing, not shrinking, even as consumers’ attitudes towards vegetarianism warm.²

Part of the problem lies in how green products are marketed. Labels like "eco-friendly," "sustainable," or "vegan" appeal to consumers' conscious reasoning—but they can also backfire. Researchers at MIT found that labeling food as "vegetarian" or "vegan" discouraged omnivores from choosing it, even if they would have eaten the same dish without the label.³ By explicitly drawing the distinction, these labels subtly indicated that eating meat was the default, and that meat-free options were only for those with special diets. The rational appeal inadvertently reinforced the very behavior it was meant to change.

This reveals a deeper truth about consumer choice: decisions are shaped far more by subconscious cues than by conscious deliberation. While labels speak to the mind, sensory experiences—the look, feel, weight, and sound of a product—speak to something deeper. They shape perception before evaluation begins, determining whether a product feels desirable or like a compromise. Encouraging sustainable choices requires moving beyond explicit appeals to reason and instead designing products and environments that make green choices feel natural, satisfying, and rewarding.