Beyond awareness: Turning intention into action
How to encourage sustainable consumption choices with behavioural science?
Introduction
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.
- 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.
What will you learn?
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.
For whom?
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.
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
"Interactive lesson, very tangible and applicable."
"The speaker was excellent: clear, engaging, and supported by strong, well-founded content. Participants were actively involved and shared examples from their daily practice, which made the session especially insightful for everyone. The insights were valuable, the data accurate, and all examples highly concrete. A training with real added value."
Speakers
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Fred Dorsimont
Co-founder and Managing Director at BehavenFred is co-founder and director of Behaven, a certified B Corp company that combines behavioral science, marketing, and a systems approach to create sustainable programs and products that drive behavior change. Fred has led programs and campaigns for brands, governments, and organizations across...
Register
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Prices
- UBA member: Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 430 (excl. VAT).
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