In this series of blog posts about the role of identity in behaviour change, I have explained the role of identity in changing behaviour, and given you an example of using group identity to change behaviour. This blog post focuses on another example of using identity to change behaviour, this time targeted at teenage eating habits.

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It was announced this week in the UK that French bakery group Paul and sandwich chain Pret a Manger will begin offering discounts to customers who bring their own re-usable coffee cups.

It appears they were yielding to pressure from environmental groups concerned about the mountains of waste generated in the UK each year. Britain’s coffee addiction is creating an estimated 25,000 tons of waste with 2.5 billion disposable coffee cups used in the UK each year.

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In The Odyssey, Ulysses returning from the Trojan war, wanted to hear the beautiful singing of the sea Sirens. However, according to legend, all men who heard the singing of the Sirens became so bewitched by it that they would wreck their ship on nearby rocks or leap out of the boat to their death.

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I love Dilbert. Scott Adams has the amazing ability to provide blinding insight into some of the stupidity that abounds in the modern corporate world. I would strongly recommend taking some time out and just enjoying trawling through his latest work.

Here’s a collection of my favourite Dilbert cartoons on change.

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