How to (really) change people’s behaviours for sustainable outcomes? Description Many people assume that creating emotions about or driving awareness of sustainability issues leads to behaviour change. If only it was that simple… Despite good intentions, people often face contextual, internal or social barriers, and overcoming these barriers is essential to get people to behave sustainably. This session will give you an overview of how behavioural science can help you understand and influence people’s sustainable behaviours — with examples from various sectors, including mobility, energy and food. 

By the end of the session, you will understand: 

1. The psychology of sustainable behaviours 
2. Why it takes more than ‘communications’ to change behaviours 
3. What broader, evidence-based approach should be used instead

Teacher: Fred Dorsimont

The big challenge: how to help consumers with conscious choices and realise real impact on consumer behaviour.

This part of the course is all about the why and how around conscious consumption and behaviour change. A real use case will be used to show all the steps, conditions and means necessary to realise this.

Learning objectives: In this part you will learn:

• Why collaboration across the supply chain and cross functional is so essential? 
• The role of marketing and marketeers to make sustainability relevant, tangible, understandable, impactful.
• The role of brand awareness and brand activation. 
• The role of creating a high level of trust. 
• Last but not least: why changing consumer behaviour is hard work.

Teacher: Veerle Poppe

TBC

Teacher: Bart Lombaerts