Using behavioural science to drive change
We want to ensure that everyone can benefit from living sustainably. That’s why we’re using behavioural science to identify and design interventions or hacks in products, services and experiences that shape people’s actions.
By using behavioural science, it’s possible to reveal valuable insights into your audience’s decision-making process – helping them to adopt sustainable habits and you to implement real-world solutions that support more circular behaviours.
Our Behavioural Hack Toolkit is designed to help you create and track impactful experiments over several weeks.
Get started by using our tools to explore the current mindstate of the target group and the target behaviour you want to influence and use the MINDSPACE framework to pinpoint one or more of the 9 forces that could drive the target group’s behaviour.
Then test your hack to see if your hypothesis is correct and understand what solutions could be implemented and scaled.
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This diagram visualises the MINDWORKS Framework – a tool used to integrate principles of behavioural science in policymaking. The MINDWORKS Framework highlights nine important factors that drive all behaviour. The diagram shows an illustrated image of a stylised human head containing icons representing technology and commerce. Above the image of the head are 9 letters contained in circles (M-I-N-D-S-P-A-C-E). Each letter corresponds to one of 9 forces that could drive the target group’s behaviour. Each letter has descriptive text explaining the forces, as follows. 1. M = Messenger:We are heavily influenced by who communicates information to us; 2. I = Incentives:Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses; 3. N = Norms: We are strongly influenced by what others do; 4. D = Defaults:We ‘go with the flow’ of pre-set options; 5. S= Salience: Our attention is drawn to what is novel and seems relevant to us; 6. P = Priming: Our acts are often influenced by subconscious cues; 7. A= Affect: Our emotionalassociations can powerfully shape our actions; 8. C = Commitments: We seek to be consistent with our public promises, and reciprocate acts; and 9. E = Ego: We act in ways that make us feel better about ourselves.
Run your own experiment
We design and run our experiments in 6 stages over several short sprints and the tools contained in our Behavioural Hack Toolkit are there to guide you every step of the way. For tips on how to run a solid experiment, check out our 8 experiment principles section of the playbook.
Step 1
Experiment kick-off
Start by gathering all key stakeholders to run a 90 min session to populate the experiment canvas (see below) to define to focus of your experiment – from identifying a target group to exploring the direction it might take. Once you have a few ideas, the following steps will help you define the details.
Tools to get started
Our experiment partners
To encourage and empower people to make sustainable choices at scale, we’ve partnered with global brands to identify and test simple behavioural hacks that increase customer demand for resale, repair, rental, refill, return and redistribution. Now we’re sharing our learnings. Each case study contains actionable insights and best-practice advice to ensure your experiments are strategic and impactful.
COS
When COS wanted to promote its sustainability initiatives and attract Gen Z to the COS Resell site, our Recommerce behavioural experiment found that community-focused messaging secured a 21.37% uplift in clickthrough rates compared to the control messaging.
Amazon
By comparing personal and collective impact messaging, our Recommerce behavioural experiment revealed Amazon could increase the demand for reusable packing by 4% – an uplift that has the potential to significantly enhance the company’s sustainability commitments.
United Repair Centre
United Repair Centre is leveraging their experience offering high-quality repair services to leading European apparel brands. It is exploring the barriers that stop consumers from repairing their garments, and how to make clothing repair services more accessible and beneficial for all.
Case study coming soon
Selfridges
Selfridges have a number of circular initiatives that help to change the way we shop. As part of their Refill initiative, they are exploring how to encourage more customers to purchase and refill eligible products in-store to help reduce product packaging waste and drive more sustainable customer choices.
Case study coming soon
Additional resources
Find guidance to support your business on its sustainability journey.