Encouraging the most beneficial behaviours for society and the planet

In terms of environmental impact, not all behaviours are created equal. We encourage those that are more likely to reduce pollution, biodiversity loss and climate change.

Consumer goods

Decades of consumption culture have resulted in an overconsumption tendency, with negative environmental consequences. Part of the solution to this problem is to reintroduce old habits and practices, such as mending existing possessions, purchasing fewer but higher-quality goods or investing in used goods. We encourage such behaviours and assist people in making more sustainable choices.


Reduced energy consumption is critical to low-carbon living. Through temperature control within homes, the purchase of efficient appliances or investments in home isolation and solar panels, behaviour change can help complement technological advancements and renewable energy. We encourage those behaviours in an equitable manner that does not compromise quality of life.

Case study

UK Science and Innovation Network


Eating less but higher-quality meat and eating a plant-rich diet are two of the most environmentally and health-beneficial behaviours to adopt. We use behavioral science to promote these behaviours, but we also want to make them easier to maintain over time, taking into account factors like meat-eating habits or the perception of low protein content in plant-based foods.

Case studies

UK Science and Innovation Network


Individual behaviours that contribute the most CO2 emissions include driving and flying. Reducing the environmental impact of mobility behaviours entails shifting away from private cars and toward active and shared modes of transportation, such as walking and taking public transportation, with health benefits as a byproduct. We design such behaviour change in a way that complements infrastructural improvements.

Case studies

UK Science and Innovation Network


The amount of waste generated by products and food consumed increases in lockstep with the population. This increases emissions as well as pollution. Making deliberate daily steps toward waste reduction, recycling, upcycling and reuse behaviours is a great way to supplement municipal efforts. We understand that waste behaviours are complex and diverse, but we also know from previous experience that behavioural interventions can successfully change them.

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 common, requiring people to limit their consumption. We are aware of the difficulties associated with water behaviours, and we believe that behavioural science can help reduce waste and encourage water-saving practices at home.