By Gherardo Ulivi. Cover image by Antonella Ramos for I’M Firenze Digest.
During a conversation with Irene Ivoi, who has been advocating for resource circularity since the 1990s, we explore the process of objects dying and being renewed and the slow evolution of the world around them. We are talking about sustainable development, specifically a production model that involves “letting go but with heart and intelligence”. Ivoi promotes this conscious and informed action with her Avrò Cura di Te project, inspired by a new narrative of consumer goodsand their inevitable circular abandonment. Using a nudge approach, which involves small and cost-effective changes in the environment, she considers the reasons behind our attachment to an object and suggests an intelligent selection service. By rationally freeing up space, Irene Ivoiallows the future to manifest itself.
Tell us about the project and the Nudge Theory approach
It stems from a training activity on waste prevention for organisations involved in waste management that are interested in informing people on how to produce less of it. So, adopting a nudge approach, I considered the functional and non-functional motivations that consciously and unconsciously guide our behaviour: not just economic incentives but also time and affectivity.
How can we apply the principles of the Nudge theory to make smart purchasing decisions and recycle effectively?
First, I’d rather discuss how we should not buy and avoid unnecessary purchases. We should bear in mind our houses are full of objects that will outlast us, so it’s our responsibility to take good care of them, protect them, and even pass them on to others. It is important to adopt a mindset of non-waste, where we recycle by donating or reselling items before considering buying new ones. And if we do need to make a purchase, we should do so thoughtfully, paying attention to who we buy from.
“Letting go but with heart and intelligence” is a way of life that we should all embrace. Where does your inspiration come from?
Letting go means tracing the horizon of an essential everyday life, where freeing space is synonymous with freeing energy. When we let go with heart and intelligence, we create a system of choice that can nourish our hearts. Giving something to someone and knowing that it will be used helpfully or that the recipient needs it will give our action a deeper meaning, which makes it easier to let go. These actions may not be explicitly covered by environmental legislation, but they can still be encouraged through subtle nudges.
Can you illustrate the Nudge theory as a sustainable improvement tool?
It is a suggestion that can influence behaviour and is hard to resist when well-planned. In other words, when it manages to strike a balance between shortcuts and biases that affect our decision-making more than rational thinking, resulting in behaviour that brings a benefit that can be shared with society, either individually or collectively.
How did you approach the Nudge theory and make a profession out of it?
I approached the Nudge theory after reading the book Nudge: improving decisions about health, wealth, and happiness by Richard H. Thaler and Cass R. Sunstein. I realised that throughout my research and project development activities, I had been using similar concepts that involvedavoiding economic incentives and prohibitions or sanctions. Over time, I have refined my knowledge on the subject and started promoting the nudge theory in universities and companies for educational, social and environmental purposes.
Can you give us examples of nudges on circularity and sustainability?
The concept of sustainability is an interesting area for experimenting with this tool, not as a replacement but as a supplement to traditional methods. One good example of applying the Nudge theory is Opower, an energy distribution company that redesigned its bill using a nudge mindset and saved its users thousands of dollars. Similar criteria have also been adopted by Italian companies, such as Midori srl. As for water conservation, the city of Cape Town was able to avoid a water crisis in 2018 by implementing a nudge campaign that involved its entire population and succeeded in transforming even the most selfish behaviour into socially responsible actions for the circular use of resources.
