Sustainable Diets Pathways for 25-34 y/o

Challenge

As part of the #Eat4Change programme, WWF-UK wanted to better understand and address the intention-behaviour gap among 25-34 year olds, an age group that is open to reducing meat consumption and eating more healthily but is also among the largest meat consumers.

Solution

This project provided an opportunity to use a combination of behaviour analysis and change tools. Qualitative and implicit studies were used to identify personal, contextual and social barriers to sustainable diet consumption, and to inform the design of specific behavioural interventions. These interventions were then developed and tested in order to provide effective and relevant recommendations to WWF-UK.

Results

In order to provide insights applicable across a broader range of programmes, intervention components were developed rather than complete interventions on their own. Testing these components resulted in 12 recommendations that WWF-UK can use to inform and increase the impact of future communications and assist 25-34-year-olds in adopting more sustainable dietary behaviours.

“Behaven’s work has helped us understand how to best encourage young people to make manageable changes to their diets that they can maintain overtime. I am looking forward to using their recommendations and findings in our future campaign work. It was a pleasure to work with such a knowledgeable and flexible team of experts.”

Gonzalo Taylor, Campaign Manager — WWF-UK