On Psychology, Sustainability, and Change

Why Psychology Matters in Sustainability Leadership 

Sustainability isn’t just about carbon footprints, circularity, or ESG reporting, it’s also about people.

And people are complex.

To lead effectively in sustainability, we must understand why individuals and organizations behave the way they do, and what drives them to change.

That’s where psychology comes in.

Whether it’s:

-Nudging consumer behavior towards greener choices,

- Motivating employees to adopt sustainable practices,

- Or navigating stakeholder resistance to transformation...

...understanding cognitive biases, behavioral triggers, identity, and motivation becomes a superpower for any sustainability leader.

Behavioral science teaches us that information alone doesn't drive action, emotion, identity, and context often matter more.

So if we want to change the world, we must first understand how the world thinks.

Sustainability may start with strategy, but it succeeds through psychology.