WWF UK
Closing the gap between intention and action on sustainable diets
Food
Sustainability
Behavioural change
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The Challenge
Many young adults are open to eating more sustainably, yet meat consumption remains high. WWF-UK wanted to turn that openness into lasting change.
Our Approach
We uncovered the contextual, social and individual influences shaping dietary choices through implicit research, qualitative interviews and literature review. Using our Rainbow Wheel™, we co-created and tested 12 interventions that WWF-UK could integrate immediately into its communications.
The Result
These tools are now helping WWF-UK engage young people in manageable, sustainable dietary shifts they can maintain over time. The project was recognised as best practice at the MRS Behavioural Science Summit.
Behaven's work has helped us understand how to best encourage young people to make manageable changes to their diets that they can maintain over time.
Gonzalo Taylor
Campaign Manager
WWF-UK
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