In my opinion, reforming incentives is the key to change, and to recognize the incentive, we first need to raise public understanding of the externalities of their behaviours. I found the article of this week Why Reforming Incentives Is Key for Sustainability a really good expression of my values. Most consumer behaviours are guided by market strategies. For example, few people would question that are renewable energy-powered vehicles better for the environment than gasoline-powered vehicles. In fact, in the process of manufacturing electric-powered vehicles, more pollution is released because their technology is not advanced. However, electric-powered vehicles do provide good incentives for changes because the price of gasoline is much more expensive than electricity. Cost is the ultimate incentive for change. An example of which was mentioned in Why Reforming Incentives Is Key for Sustainability- progressive carbon pricing mechanisms could be implemented as an incentive program.