UK Behavioural Economics

Sustainability through Applied Behavioural Science

Small changes, big impact

UKBE uses Behavioural Economics to take a fresh approach to a variety of contemporary issues, focusing primarily on the area of recycling and sustainability. There are many different factors which influence people's decisions, not all of them rational; UKBE's in depth understanding of these factors guides its implementation of modest changes in current messaging, the effects of which can be potentially enormous.

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Reducing waste in North Somerset

UKBE is working in partnership with North Somerset Council to reduce waste costs by encouraging residents to recycle more

When the information gathering is complete, trials of different methods will be conducted in Weston-super-Mare, involving some of the following:

Painting communal waste areas

Direct community engagement

Normative messaging in leaflets

Community encouragement

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