The Just Transition as a Design Challenge
As sustainability standards evolve, so too must the way we frame and communicate them. In this week’s feature for Behavioural Design for a Sustainable Future, we’re highlighting the work of Lena Boudart, a Master’s candidate in Customer Experience and Innovation at IE Business School. With a background in digital media and a deep commitment to ethical innovation, Lena’s work reimagines sustainability not as a burden, but as a behavioural design opportunity.
Demystifying Sustainability with Design
In her visual insight, Lena presents the first edition of a conceptual newsletter titled “The Just Transition”. Designed as a clear, visual communication tool for businesses, it addresses three common objections companies raise about engaging with sustainability:
“We don’t know where to start.”
“What’s in it for us?”
“It’s not a top priority right now.”
Rather than answering with pressure, the piece responds with clarity, capability-building, and strategic reframing. By anchoring the newsletter in behavioural design principles, including the COM-B model, Lena shows that inaction isn’t always rooted in apathy; it’s often a lack of support, structure, or incentive.
Her reflection expands on the idea that:
“If you care about your customers, you’re already halfway there. If you’re building with people in mind, you’re already designing for sustainability.” Lena mentioned.
She challenges designers to think systemically: not just pushing for change, but making change the easiest choice available.
From smart communication to strategic design, The Just Transition is a reminder that sustainability isn’t something you add on. It’s something you unlock, by aligning values with action.
About the Author
Lena Boudart is a Master in Customer Experience and Innovation candidate at IE Business School. She holds a BA in Digital Media and Culture from King’s College London and is passionate about ethical tech, sustainability, and the role of design in shaping better futures.
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