Dr. Hal Hershfield is the author of Your Future Self, and professor of marketing and behavioral decision-making at UCLA’s Anderson School of Management. His research explores how people perceive their future selves, make financial and ethical decisions, and engage with long-term thinking—all of which are critical in shaping sustainable consumer behavior.

In this episode, Gheed and Hal explore the gap between consumers’ sustainability intentions and their actual behavior, discussing how both psychological factors and firm-level incentives shape sustainable choices. They unpack marketing dilemmas—from greenwashing versus green hushing to brand alignment and segmentation Finally, Hal offers concrete interventions to help consumers turn abstract sustainability goals into real, long-term habits.