At Webinale 2021, Luise Hübbe, Chief Strategy Officer of Experience One, demonstrates how Choice Architecture and Behavioral Science can help companies promote sustainable behavior and successfully position themselves in the market.
"It’s the people, they claim they want sustainability, but they are not ready to pay for it." For Luise Hübbe, this describes the biggest challenge that many companies face when it comes to sustainability. Why do sustainable decisions often fail? It's not due to moral conviction, but rather the daily obstacles that make sustainable behavior seem more expensive or inconvenient.
There are plenty of examples from everyday life: whether it's the blue-chip manager who demands sustainability but often fails due to the additional costs, or one's own parents who want to live more sustainably but rely on convenience in their daily lives.
Choice Architecture can provide a solution here. By designing decision-making situations in a targeted manner, it becomes easier to establish sustainable behavior patterns. Psychological insights help to motivate consumers, reinforce positive experiences and make sustainable decisions in the long term.
An important aspect is how these principles can be applied in the marketing of sustainable products. Companies that understand how users think and make decisions, have the opportunity to not only offer sustainable products but also to position them successfully and overcome everyday obstacles.
Interested in more insights? The complete lecture is available for review on the Webinale platform.