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Dan Bennett is the head of behavioural science the ad giant Ogilvy.

"You don't necessarily shift people by using climate-based messaging," says Rachel McCloy, an associate professor in applied behavioural science at the University of Reading.

“The one thing that’s close to universal in behavioural science is, we’re all lazy,” says Gauri.

And some researchers are asking whether behavioural science can be marshalled to help achieve that goal.

Andrew Oswald, professor of economics and behavioural science at the University of Warwick, cautions against reading too much into people's accounts of how they felt in the past.