In British Columbia, we identify with our expansive forests, soaring mountains, ocean shores, and fresh water. Where we sometimes get stuck — for many good reasons — is in making that connection between appreciating and valuing nature to taking action to protect it. Behavioural insights — or BI — can provide a bridge across that tricky space between intention (I want to protect nature that I value) and action (changing my actual behaviour to help make that happen). And BI can show us that sometimes, with just a little nudge in the right direction, we can make a big difference with even small actions.