Nudge Why naming a dish “field-grown” doubled sales
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Jul 21, 2025 Toby Park, Director of Climate, Energy and Sustainability at the Behavioural Insights Team, shares fascinating insights on using psychology to promote sustainable behavior. He reveals how renaming a meat-free dish as 'field-grown' dramatically increased sales. By targeting home-movers, biking participation soared by 400%. The conversation also highlights the power of social norms in boosting sales and how reframing household appliance options led many Brits to choose energy-efficient fridges. Tune in for a deep dive into behavior-driven sustainability strategies!
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Cycling Uptake Explodes After Moving
- Portland targeted new movers to promote their cycling scheme, increasing trial rates fourfold.
- People are more receptive to behavior change before habits form after life events like moving home.
Use Life Moments to Change Habits
- Leverage life moments like having a baby or starting university to promote sustainable habits.
- Target habit disruptions to maximize effectiveness of interventions or communications.
Caring Doesn’t Equal Acting
- Most people care deeply about climate change but often fail to adopt impactful sustainable behaviors.
- There's a gap between caring about sustainability and performing high-impact actions.
