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The report argues that technical and rational arguments for energy efficiency are insufficient on their own and should be paired with emotion-based narratives to drive systemic change. It highlights the 'Lifestyle for Environment' (LiFE) movement launched by India and provides a series of case studies from G20 nations—including India, the USA, Italy, Brazil, Mexico, Indonesia, and Japan—across the sectors of buildings, industry, and transport. These examples illustrate how leveraging feelings of pride, empowerment, and community responsibility can accelerate the adoption of energy-efficient technologies and behaviours.