On Wild Horse Theory, Sustainability, and Change

What can a wild horse teach us about sustainability leadership?

In psychology, there's a phenomenon known as the Wild Horse Effect:

When a group sees a wild horse running free, one of them eventually follows… and soon, the whole herd is galloping, even if they don’t know why. It’s instinct. Social contagion. The invisible pull of collective behavior.

Now apply that to sustainability in organizations.

Too often, people wait for someone else to act first.

To change how we produce, consume, invest, or lead.

But once that first “wild horse” takes off, driven by purpose, not popularity, others follow. Not out of blind conformity, but because the energy becomes contagious.

That’s where psychology meets strategy.

- Understanding behavioral patterns helps us:

- Influence change from within,

- Nudge greener choices through design,

- Empower champions who can spark that first bold move.

Sustainability isn't just about plans and metrics. It’s about momentum.

The good news? You don’t need to lead the whole herd. You just need to start running.