A blueprint for how we can collectively build a thriving world, from a leading behavioural scientist

Eat healthily, cut back on alcohol, quit smoking, cycle to work, fly less – we all know what we should be doing. So why don’t we?

The answer is both simple and radical: the world is stacked against us. From the moment we wake up, our decisions are shaped by the shops we visit, the streets we walk, the ads we scroll through. These environments are not neutral. They are designed for our convenience and immediate gratification, and to serve the interests of four industries: tobacco, ultra-processed food, alcohol and fossil fuels.

Together, these industries drive the climate crisis, from greenhouse gas emissions to deforestation, and contribute to at least one in four deaths worldwide. Yet we are told the problem is one of personal responsibility – that with more information, smarter habits or new technologies, we can change our behaviour.

This book challenges those myths. Drawing on decades of cutting-edge science and compelling case studies from around the world, leading behavioural scientist Theresa Marteau explores what actually works, and why those in power keep failing to act on the evidence. From taxing sugary drinks in Mexico to redesigning streets in Paris, from restricting junk food advertising in London to electing more women to office, Marteau shows how proven interventions applied at scale could transform our health and the health of our planet.

Clear-eyed and incisive, this is an inspiring blueprint for how together, citizens and governments can push back against corporate power and build a better, brighter future.

© Theresa Marteau 2027 (P) Penguin Audio 2027