We are often told to change our behavior in order to help the environment (Switch off! Recycle! Use less! Be better!). But in fact behavior change doesn’t have to be painful. On the contrary, we happily change the way we behave in various ways because of all the New Stuff around us. Just look at all the ways the smart phones have changed our every day lives. So if designers can understand and change behaviors – we can create win-win products. Meaning products that are desirable and changes our behavior to the better.