In adopting a different diet or driving less, a person has an effect on the planet, says Robert Frank, an economics professor at Cornell University. But not for the reason they might think.

"If you don't do it, the world will be the same as if you do it," said Frank, who spoke at UC Berkeley in January. "But the effect you have through your own actions are only a small fraction of the total effect you have because when you do something, other people see you do it, and they do it, too."

Frank, author of the 2020 book Under the Influence: Putting Peer Pressure to Work, joined Dan Kammen, a professor of energy at Berkeley, at the campus's Goldman School of Public Policy on Jan. 28, 2020, to discuss how he sees peer pressure as a powerful tool to fight climate change.

Listen to the talk and read a transcript on Berkeley News.

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