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Mind the Gap: From Intention to Action
- Projects at Colectivo
- 4 minutes ago
- 2 min read
In this week’s Behavioural Design for a Sustainable Future feature, we spotlight Catalina Gómez, whose project tackles one of the most stubborn challenges in sustainability: the intention action gap.
Intention Is Easy. Action Is Hard.
We’ve all heard it before: “I care about the environment.” Yet when asked if we recycle, buy second-hand, or make lifestyle changes, the answers are often hesitant, or simply “Not really.”
Catalina’s work shines a light on this paradox. Awareness campaigns have raised environmental concern worldwide, but behavior often fails to follow. Why? Because while motivation is important, it’s rarely enough on its own. Without systems designed to support follow-through, good intentions fizzle.
Designing Beyond Intention
Catalina reframes the question: instead of asking “Why didn’t they do it?”, she asks “What stood in their way?” That shift, from putting the pressure on the individual to redesigning environments, is where the opportunity lies.
Using the COM-B and EAST frameworks, her approach focuses on:
Capability: equipping people with the right knowledge and practical skills.
Opportunity: removing barriers and making sustainable choices easy, attractive, and visible.
Motivation: reinforcing identity and community so that action feels natural.
By embedding nudges and choice architecture into everyday decisions, Catalina shows how small design shifts can bridge the gap between what people say they want to do and what they actually do.
About the Author
Catalina Gomez brings together design and user research, she is a Customer Experience Designer based in Madrid with a background in graphic design, education, and social media. Currently she is completing a Master in Customer Experience and Innovation at IE University, and focuses on crafting intuitive and inclusive digital experiences. She strives to design with empathy, always aiming to create meaningful solutions that elevate the user experience.
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