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Creating Sustainable Innovation through Design for Behaviour Change

Design-thinking, Psychology, Sustainability, principles

Design is a significant driver of behavioural change, enabling, encouraging or discouraging particular practices from taking place. Already, approaches derived from the concept have enabled us to recycle, heat more efficiently, increase our exercise patterns and change the way we think about interaction, along with many more examples besides. Despite design’s clear influence on human behaviour, the understanding of design for behaviour change is still fragmented and limited frameworks exist for its effective implementation in professional and public contexts.

In response, this project has surveyed current approaches of design for behaviour change and their use by private and public stakeholders. The aim was to elicit the challenges for professional stakeholders in understanding, accessing and implementing behaviour change through design. The further aim was to develop a cross-sectional overview or ‘map’ of current approaches, their purpose and their application as a first step to facilitate easier access and understanding. The project focused on small and medium size enterprises (SMEs), which constitute 99% of European businesses.

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© 2015 Warwick Business School and the Design Council