Persuading US drivers to buy cleaner vehicles


Client: US EPA SmartWay Program and the US Dept. of Transportation

How can we nudge car buyers towards more environmentally friendly purchasing decisions?


  • Assisted EPA with the development of its original “SmartWay” clean car labeling program.  Smartway helps consumers identify the cleanest and most fuel-efficient vehicle that meets their needs
  • Our work included stakeholder analysis and the development of early SmartWay branding and communication strategies for three different audiences: car buyers, car-makers, and environmentalists – no easy feat!


  • Today, vehicle greenhouse gas and smog emissions information appears on the window sticker of all new cars in the US
  • EPA’s Green Vehicle Guide highlights cars earning the SmartWay designation, and is one of the most popular sources of information about vehicle environmental performance online.  See