Social change doesn’t stall because people don’t care, It stalls when action feels distant, guilt-driven, or disconnected from everyday life. What if action felt personal, joyful, and rooted in pride and belonging?

This session introduces LOVE as a human-centered approach to environmental change. One grounded in belonging rather than obligation. Speaker will share how LOVE reframes environmental action not as a chore, but as an expression of connection to the places people call home.

Drawing on early results from cities like Austin, San Diego, and Oakland, the session highlights how small cues, hyperlocal storytelling, and joyful creative have led to measurable shifts in behavior and confidence by helping people feel seen and invited in. Attendees will get a behind-the-scenes look at the behavioral research that shaped the campaign and how those insights translate into real environmental outcomes, from cleaner streets to stronger trust between communities and the systems that serve them.

The session will also explore how LOVE is designed to scale as a partnership-driven model built on nonprofit collaboration, city co-ownership, and matched funding. Speaker will share how this structure enables communities, civic leaders, and corporate partners to work together toward shared environmental goals.

Attendees will leave with insights on:

• Why belonging and identity can be more powerful drivers of environmental behavior than guilt or obligation
• How small, visible cues and local voices can shift habits at scale
• The connection between behavior change and measurable environmental outcomes
• What it takes to design community-first campaigns that build trust and civic pride
• A scalable partnership model for expanding place-based environmental initiatives