Group based approaches

For me group based approaches to SC are a lot more powerful than focus on the individual simply by the way that they create social norms in particular communities. People compare themselves to others and have a "desire" to consume sustainably. One problem that struck me with the Ecoteams approach is that these schemes are less likely to engage the "honestly disengaged" (!) i.e. participants are more likely to be greens from the outset just striving to be "greener". Does anyone know of any particular Ecoteams that have targeted/managed to capture some of the "honestly disengaged"?