Something New Is Coming. And It’s All About How.

In sustainability, we spend a lot of time talking about what needs to change.

We set targets.
We define strategies.
We make commitments.

And all of that matters.

But when it comes to real impact, the question we keep coming back to is a different one: how.

The missing question in sustainability

Across organisations, sustainability ambitions are growing. Climate goals are clearer, ESG expectations are higher, and the urgency for change is widely understood.

Yet even with the right intentions and plans in place, progress often feels slower than expected.

Why?

Because knowing what needs to change doesn’t automatically tell us how change actually happens.

How do intentions turn into action?
How do habits shift in busy, complex work environments?
How do sustainability goals move from strategy documents into everyday decisions and routines?

These are not technical questions. They’re human ones.

Why behaviour matters

At the centre of all sustainability efforts are people, making decisions, prioritising tasks, following routines, and navigating constraints. Behavioural science helps us understand how people really behave, rather than how we assume they will.

It shows us that:

• Good intentions aren’t enough on their own

• Habits are powerful and hard to shift without support

• Environments, systems, and social norms strongly shape behaviour

• Change is more likely to stick when it’s designed into daily work

When sustainability initiatives fail to account for these realities, they often struggle to gain traction, even when motivation and awareness are high.

Designing for the “how”

Behavioural science gives us practical ways to design change more intentionally. Instead of asking people to “try harder” or “care more,” it helps us look at:

• Whether people have the capability to act

• Whether their environment makes action easy or difficult

• Whether motivation is supported by habits, incentives, and norms

By focusing on these elements, we can design systems, routines, and interventions that make sustainable behaviours easier, more natural, and more likely to last.

What we’ve been working on

Over the past months, we’ve been working on something new that focuses entirely on this how. It brings together sustainability and behavioural science in a practical, accessible way, grounded in real organisational contexts.

It’s designed for people who care deeply about sustainability and want to move beyond intention toward meaningful, everyday action.

We’re not quite ready to share everything yet, but we’re very close.

👀 Coming very soon.

If you care about sustainability and want to understand what really drives change, keep an eye out. What comes next is all about turning intention into action, thoughtfully, realistically, and human-centred 🌱