Let’s be honest. Would you be more apt to conserve energy—say, turn down the air conditioner or switch to LEDs—if you were told: 1.) you’ll save money 2.) you’ll help the environment or 3.) your neighbors do it?

If you’re like almost everyone, “neighbors” is the true answer. Whatever our age, race, gender or country, behavioral science has proven the power of peer pressure in many spheres, including energy.

“The norm is a magnet. It pulls people toward it,” says Robert Cialdini, emeritus professor at Arizona State University and author of landmark research on “normative messaging.” He says people don’t want to feel abnormal, adding: “We want to be part of the majority.”

This simple fact holds huge potential. Motivating people to