WWF-UK
Closing the gap between intention and action on sustainable diets
Food
Health
Research
Behavioural design
Consumers
UK
The Challenge
Many young adults are open to eating more sustainably, yet meat consumption stays high: intention rarely becomes action on its own. WWF-UK set out to turn this openness into lasting change.
Our Approach
Through implicit research, qualitative interviews and a literature review, we uncovered the habits, social norms and environments shaping dietary choices. Using our Rainbow Wheel™, we co-created and tested 12 solutions WWF-UK could integrate straight into its communications.
The Result
WWF-UK is now using these tools to engage young people in sustainable dietary shifts they can stick to. The project was recognised as best practice at the MRS Behavioural Science Summit.
“Behaven’s work has helped us find the best ways to encourage young people to make sustainable dietary changes they can maintain over time.”
Gonzalo Taylor
Campaign Manager
WWF-UK
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