Our Work on Climate & Conservation

Climate change, species extinction and pollution are arguably the most pressing issues of the 21st century. Human behaviour has a critical role in mitigating these changes. While business leaders need to prioritise environmental impact, citizens and consumers need to make small, everyday changes.

In collaboration with Acting for Good, a not-for-profit foundation, we developed a framework called CARING TREE for pro-environment behaviour change. It takes the academic literature on behaviour change in a climate context and pairs it with a robust approach to making and measuring change in the real world.

With this framework, we are helping clients around the world to mitigate the causes of climate change. We have reduced crop burning in Thailand, reduced demand for endangered species as exotic meals, and prepared senior executives for COP26 discussions.

How We Work

Our projects typically open with tailored training in our climate-specific behavioural science framework, CARING TREE. This has already been delivered to over 500 colleagues across Vietnam, Indonesia, Thailand, South Africa, Chile, Spain, USA, Canada, Germany and the UK.

Following this, we collaborate with the local organisations to understand the behaviour in the local context. Using insights from CARING TREE, primary and secondary research, and the local team, we co-develop a bespoke and multifaceted intervention approach.

Much of our work in this space is run as formal experiments owing to the lack of pre-existing primary research data. Our impact can be even greater when our work is proven, shareable, and scalable. We train climate activists and conservationists in our methodologies so that the sector, as a whole, increasingly has behavioural tools at their fingertips.

Watch our video to learn more about our CARING TREE approach:


Acting for Good


Consultancy & Training