Goal incongruence
Recently the government of India launched Mission LiFE (Lifestyle for Environment). The Mission is “designed with the objective to mobilise at least one billion Indians and other global citizens to take individual and collective action for protecting and conserving the environment in the period 2022–28. Within India, at least 80 percent of all villages and urban local bodies are aimed to become environment-friendly by 2028.” In the current fiscal year (2022-23) Mission LiFE is focusing on “Change in Demand, by nudging individuals, communities and institutions to practice simple environment-friendly actions (LiFE actions) in their daily lives.” Since the Mission LiFE has been launched in the 75th year of India’s independence, a comprehensive and non-exhaustive list of 75 individual LiFE actions across 7 categories has been identified by the NITI Aayog (implementing agency for Mission LiFE). ( see details here ) This is a brilliant initiative, inasmuch as it seeks to solicit activ...