The Usefulness of Psychological Research in Creating a Better World

Mid-career shifts are common for psychologists. Often the shifts involve the application of knowledge and skills obtained in the earlier portion of the career to a new domain (e.g., a psychotherapy process researcher who creates and implements a new form of therapy; an organizational psychologist who later consults with CEOs regarding organizational issues; etc.). This article considers a psychologist who transitions from research and writing on decision making and environmental problems to helping to build a company that develops solar installations. The company’s approach to marketing solar installations is grounded in research in cognitive and environmental psychology. Finally, the problems encountered in balancing issues of profitability with making a positive impact on society are discussed.