Advertising signs are used to sell everything from legal services to razor blades. But are there ways to leverage advertising psychology for the good of the planet? And could digital signs be used to encourage pro-environmental thoughts and action? Professor of Environmental Studies and Biology John Petersen ’88 says yes to both. “The tools advertisers have developed to influence people’s behavior are well researched,” he explains. “Instead of convincing people to buy a lot of things they don’t need, we should be using ads to convince people to exhibit pro-environmental and pro-community behavior.” Petersen and Professor of Psychology and Environmental Studies Cindy Frantz coauthored a field study published in 2024 in the journal Sustainability that demonstrated digital signs were effective in fostering positive environmental norms and behaviors. This includes greater awareness of (and sense of connection with) the local community and ecology; increased electricity conservation; and...