Bridging two worlds that rarely speak to each other.
The future will be shaped by behaviour: what we eat, buy, waste, repair, drive, vote for and accept as normal. But people do not change their behaviour because something is “better for the world”. They change when the option that fits their daily lives best, happens to be the more sustainable option. It must fit their routines, values, budgets, identities and desires. And that can only be achieved if we understand people deeply enough to redesign the choices around them.
This book is a wake-up call for anyone working toward a future-proof world. It explores the role of rigorous consumer insight in sustainable strategy, innovation, communication and policy making, while defending rigour, curiosity and methodological fit in an age of dashboards and AI-generated certainty. Through practical frameworks, real world cases and sharp behavioural insight, it explains how to understand the choices people make, so you can influence these choices for the better.