Most people want to live more sustainably or make healthier choices. But good intentions don’t always lead to real action. Why? Because awareness alone isn’t enough. 

This Master Class gives you the tools to bridge the gap between what people want to do and what they actually do. 

Based on behavioural science and real-world campaigns, you’ll learn how to: 

• Design environments that guide better choices.
• Influence habits at scale.
• And drive meaningful, measurable change—for your audience, your brand, and society. 

Expect a high-energy, interactive session that mixes science with strategy, packed with examples you can apply immediately.

In this session, you will learn how to: 

• Understand why awareness isn’t enough.
• Design environments that make good choices easier.
• Leverage social influence to boost uptake.
• Encourage first-time adoption.
• Reinforce behaviours so they last.

This Master Class is ideal for professionals looking to promote healthy and sustainable products and lifestyles, including: 

• Brands & businesses – Drive adoption of sustainable products and integrate positive behaviour into customer journeys.
• NGOs & non-profits – Mobilise communities, shift norms and turn awareness into action.
• Governments – Design policies that influence behaviour and deliver measurable results.