Sustainable consumption: awareness is not enough

Why? Because awareness isn’t enough. People don’t act on what they know, but on what feels easy, rewarding and normal. Today, habits, social norms and decision environments often make sustainable choices harder than the rest.

Take a simple example: shampoo refills. Everyone agrees they’re better for the planet. But in practice? People forget their bottle, worry about hygiene, or find the system inconvenient. The problem isn’t motivation, but the conditions around the choice. And until we create the right conditions and motivation, behaviour won’t change in a lasting way.

What we can do instead

The good news is, we know what works. Behavioural science shows that change happens when we design for real behaviour, not ideal behaviour. That means acting on three key levers:

• Context: make the sustainable choice more visible, accessible and convenient.
• Norms: show that others are already doing it.
• Motivation: use cues, rewards or positive feedback that make the choice feel good and easy to repeat.

Want to sell more plant-based alternatives? Place them next to meat products.
Encouraging reusable bottles? Show that more and more people are making the switch.
Promoting cycling to work? Highlight the immediate health benefits.
Use context, norms and motivation to your advantage.

Learn how to apply these principles to your own work

On 13 November, UBA and Behaven are organising a three-hour masterclass on how to use behavioural science to encourage sustainable choices and move your audience from intention to action.
In this interactive session, you’ll discover:

• Why awareness campaigns rarely change behaviour.
• Which simple behavioural techniques can help people act on their intentions.
• How to apply them to your own challenges, from sustainable consumption to mobility and waste reduction.

Whether you work for a brand, an ngo or a public service, you’ll leave with practical tools to make better choices easier and more rewarding.

>> Register for the session and learn how to move from awareness to action.