The Green Neighbor Challenge: An Effort Towards Collective Climate Action

Abstract

This paper describes a yearlong effort to bring to life a web-based tool to assist any US utility customer in finding and signing up for renewable electricity through either green pricing programs or green competitive suppliers. Further, it describes efforts to design a complementary social media campaign that publicly celebrates the private choice of users to subscribe to green electricity. Together, the integrated tool and campaign are referred to as the Green Neighbor Challenge. Quantitative and qualitative research informed an iterative, creative development process that remains ongoing. In partnership with dozens of organizations, we aim to double the current green pricing subscription rate of 2% to 4%, converting a million households and reframing the national climate conversation. With key challenges overcome and modest funding in tow, the Green Neighbor Challenge is expected to be operational by January, 2020. These efforts have sprouted from the belief that through action, we create hope; and through collective action, just and sustainable futures become possible. Will you join us?