# New Normal: Remove Sustainability Friction With Defaults

Page: https://stenobird.com/podcast/straight-talking-sustainability-7096932/new-normal-remove-sustainability-friction-with-defaults
Text version: https://stenobird.com/podcast/straight-talking-sustainability-7096932/new-normal-remove-sustainability-friction-with-defaults.md
Podcast: [Straight Talking Sustainability](https://stenobird.com/podcast/straight-talking-sustainability-7096932)
Published: 2026-03-22T23:15:00+00:00
Episode link: https://straight-talking-sustai.captivate.fm
Audio file: https://episodes.captivate.fm/episode/e2871f9f-6a61-45b6-85cf-f4d817e17a84.mp3
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JSON: https://stenobird.com/v1/public/podcasts/straight-talking-sustainability-7096932/episodes/new-normal-remove-sustainability-friction-with-defaults
Duration seconds: 1157

## Resource

In this grounding and practical solo episode of Straight Talking Sustainability , host Emma Burlow tackles the frustrating value-action gap (why 80% of people care yet nothing changes), revealing that sustainability fails not because colleagues don't care but because systems don't support change, friction remains everywhere, and everything stays optional rather than default. Inspired by Outrage and Optimism podcast episode "Catastrophe Apathy" featuring Professor Lorraine Whitmarsh (University of Bath), Emma demonstrates how Swiss energy companies switching 250,000 customers to renewable tariffs by default (90% stayed versus 3% who opted in) proves behaviour change requires removing friction and creating new normals, not more awareness campaigns that just stress people out when they already care. Emma opens, acknowledging spring's arrival has improved her mood a thousandfold, apologising for moany winter Emma, before diving into the chasm between caring and doing. At work this shows up as "that's not our process," "we don't have time," "that's not a priority," "we've always done it like this," "it didn't work last time." These aren't real blockers; they're human psychology prioritising things manageable by Friday 5pm. Sustainability doesn't fail because people don't care (they do); it fails because systems don't support change. If systems are designed a certain way, most people go that way. Bucking trends is exhausting (punks, feminists, activists tried). At work you're not allowed to buck trends; processes and SOPs exist for reasons, making it very difficult to insert sustainability objectives that weren't there originally. The Swiss Energy Default Example: Professor Whitmarsh's brilliant case study: Swiss energy company switched 250,000 customers to renewable energy…

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## Transcript

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