Is the key cultural change? Marketing people and advertisers have been studying consumer behavior for well over 50 years. In fact, mass marketing began in the United States in the 1920s. Advertisers have to know why what people buy what stuff. Mistakes are costly.
It's the broad areas of environment and energy that have lagged way behind the “detergent” aisle. We've all heard the familiar complaint: “Why don't they get it, we've given them information and handed out brochures. Can't they see it?” Of course we are now beginning to understand a little better just who can not see. We have perhaps met the enemy.
Mistakes are going to be very costly for all of us if we do not get the environmental priorities figured out. How might a better understanding of human behavior move us toward energy efficiency, among other things? See
http://www.grist.org/article/2009-11-30-making-buildings-efficient-it-helps-to-understand-human-behavior Making buildings more efficient: It helps to understand human behavior.
http://www.nytimes.com/cwire/2009/11/19/19climatewire-how-understanding-the-human-mind-might-save-16335.html?pagewanted=1 How Understanding the Human Mind Might Save the World from CO2.