“Essentially, overshoot is a crisis of human behaviour,” says Merz. “For decades we’ve been telling people to change their behaviour without saying: ‘Change your behaviour.’ We’ve been saying ‘be more green’ or ‘fly less’, but meanwhile all of the things that drive behaviour have been pushing the other way. All of these subtle cues and not so subtle cues have literally been pushing the opposite direction – and we’ve been wondering why nothing’s changing.”

The paper explores how neuropsychology, social signalling and norms have been exploited to drive human behaviours which grow the economy, from consuming goods to having large families. The authors suggest that ancient drives to belong in a tribe or signal one’s status or attract a mate have been co-opted by marketing strategiesto create behaviours incompatible with a sustainable world.

“People are the victims – we have been exploited to the point we are in crisis. These tools are being used to drive us to extinction,” says the evolutionary behavioural ecologist and study co-author Phoebe Barnard. “Why not use them to build a genuinely sustainable world?”

Just one-quarter of the world population is responsible for nearly three-quarters of emissions. The authors suggest the best strategy to counter overshoot would be to use the tools of the marketing, media and entertainment industries in a campaign to redefine our material-intensive socially accepted norms.

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Record heat, record emissions, record fossil fuel consumption. One month out from Cop28, the world is further than ever from reaching its collective climate goals. At the root of all these problems, according to recent research, is the human “behavioural crisis”, a term coined by an interdisciplinary team of scientists.

Record heat, record emissions, record fossil fuel consumption. One month out from Cop28, the world is further than ever from reaching its collective climate goals. At the root of all these problems, according to recent research, is the human “behavioural crisis”, a term coined by an interdisciplinary team of scientists.

“We’ve socially engineered ourselves the way we geoengineered the planet,” says Joseph Merz, lead author of a new paper which proposes that climate breakdown is a symptom of ecological overshoot, which in turn is caused by the deliberate exploitation of human behaviour.