Make a difference where it matters

Not all sustainable behaviours are equal in terms of impact. Encourage the ones that are most relevant to your organisation and your public, and that are likely to alleviate the pressure of human activity on society and nature.

Consumer goods

Decades of consumption culture have created a tendency to over-consume. Part of the solution to this problem is to bring back old practices, such as buying less goods of better quality, investing in second-hand products, or mending existing possessions. Encourage such behaviours and help people make more sustainable choices on a daily basis.


Reducing energy consumption is a key aspect of a low-carbon world. Behaviour change can help complement technological improvements and renewable energy through temperature control within houses, the purchase of efficient appliances, or investments in solar panels. Encourage those behaviours in an equitable way and without compromising quality of life.

Case study

UK Science and Innovation Network


Eating less but better quality meat and adopting a plant-rich diet are some of the most beneficial behaviours to adopt, for both environmental and health reasons. Use behavioural science to promote these behaviours, and facilitate their performance over time, by considering factors such as meat eating habits or the perception of low protein content in plant-based foods.

Case studies

UK Science and Innovation Network


Driving and flying are among the individual behaviours that result in the most CO2 emissions. Reducing the environmental impact of mobility behaviours means transitioning from private cars to the use of active and shared modes of transport, such as walking and using public transport, with health benefits as side effects. Design such behaviour change in a way that reinforces and complements infrastructural improvements.

Case studies

UK Science and Innovation Network


As the population continues to grow, the amount of waste produced from products and food consumption also increases, leading to higher levels of emissions and pollution. It is therefore crucial to help people adopt daily practices such as reducing the amount of waste they generate or recycling their waste properly. Encourage those behaviours in a way that complements the efforts of cities and local authorities.

Case studies

Brussels Environment


Access to clean water is often taken for granted but with population growth, climate change and pollution, water restrictions are likely to become more frequent, and will require people to regulate their usage. Considering the challenges associated with water behaviours, use behavioural science to help reduce wasting practices and encourage water-savings at home.

Employee engagement