Insights from early COVID-19 responses about promoting sustainable action

Early in 2020, the coronavirus disease (COVID-19) spread around the world, disrupting lives and societies. In some places, public responses to COVID-19 were remarkably rapid and forceful, particularly in comparison to global environmental crises. What can we learn from these responses to promote mitigation of global environmental crises? We hypothesize that supportive public responses to COVID-19 were partly promoted by strong personal norms: feeling morally compelled and responsible to act. We discuss what aspects of COVID-19 may have engaged antecedents of personal norms, and how these dynamics could be enhanced in global environmental crises to promote their mitigation. Aligned action to address the COVID-19 crisis contrasts with the heterogeneous response to tackle climate and sustainability challenges. The authors discuss the importance of strong personal norms and lessons for sustainability.