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The pressing problems of climate change and energy insecurity can both, to a degree, be addressed by improving efficiency and conservation of energy use. A key driver of energy conservation is the consumer market, illustrating the important need to educate citizens towards adopting more sustainable practices. This form of education has several requirements: it must be cost-efficient, scalable, optional or non-intrusive, and self-motivating. We argue that one format that meets these requirementsdoi:10.17083/ijsg.v4i4.152 fatcat:fmcdzcw6rzbgrhtk7ggrthx5ye