How do you get people to care about green? Hint: It’s not talking about the polar bears, rising sea levels or carbon emissions. According to Simran Sethi, it’s about meeting people where they are and reframing these issues within the context of issues they care about. So instead of “organics” being an environmental issue, reframe it as a public health issue so that “everyone can understand it,” she says.

Simran is right in the middle of co-authoring a book about the psychological barriers to environmental engagement and I was fortunate enough to pull her away from her computer to talk to me about this important subject. Weighing in on this topic in her book are public figures such as Robert Redford and Newt Gingrich along with a number of behavioral psychologists helping uncover why widespread information has not resulted in widespread engagement. If you think this topic is juicy, just wait until you hear Simran speak about it.