We link to this article today because it gives us another example of why we actually measure instead of just declare victory in a belief we’ve done something good.
Intending to reduce waste (a worthy goal itself), the University of Vermont chose to simply ban plastic water bottles. Problem solved, right?
However, a study found that students elected to drink more sugary bottled beverages, and did so at a higher rate. (Not only did the ban fail to reduce plastic waste, it also failed to help students’ waistlines.) So the trendy and politically correct move actually had the effect of subverting the ostensible goals of the policy change.
But I’m sure those who enacted the ban feel good about themselves.