en center for behavior and the environment

center for behavior & the environment
solving conservation challenges through the science of human behavior
fishermen gathering in the philippines

BE.Hive: Climate Change Needs Behavior Change

A One-Day Summit to Explore Climate Change Through the Lens of Human Behavior

March 19, 2019, 9:00 am – 5:00 pm
National Geographic, Washington DC

Register Now >

Climate Change Needs Behavior Change

A new report from Rare’s Center for Behavior & the Environment quantifies the contribution individual behavior change can make toward curbing greenhouse gas emissions. The Center’s analysis of 80 climate solutions outlined in Project Drawdown, a comprehensive plan to mitigate global warming, found that individual behavior plays a significant role in 30 of them.

Download the report to see the 30 solutions.

Further analysis of those 30 solutions, which fall across four economic sectors, and are based on the emissions reduction potential estimates in Drawdown, found that greater adoption could help reduce about one-third of the projected global emissions between 2020 to 2050. The report also offers practitioners behavioral science tools to promote the adoption of the solutions.

the behavior beat

Stay up to date on the latest insights in behavioral science from The Center for Behavior & the Environment and beyond.

the most urgent environmental challenges of our time share one thing in common – to solve them, people have to start behaving differently

Global understanding of human behavior is evolving quickly. New insights across economics, political science, evolutionary biology, social psychology, neuroscience, and design thinking have transformed our understanding of human behavior and decision-making. 

The Center for Behavior & the Environment is bringing the best insights from behavioral science and design to tackle some of the most challenging environmental issues. Through partnerships with leading academic and research institutions, we are translating the science of human behavior into practical solutions for conservationists worldwide.

our approach to conservation is behavior-centered design
fellow and community member with compost
1. Showcasing bright spots -- finding solutions that are already working and spreading them far and wide
fellow taking notes
2. Field-based learning -- taking science out of the laboratory and into the field, for the betterment of both
classroom of farmers
3. High-impact training and delivery -- empowering more conservation practitioners around the world to become transformative behavioral design strategists

Conservation is primarily not about biology but about people and the choices they make.”

Balmford and Cowling, Conservation Biology, 2006

principles of behavior-centered design

emotional appeals

We know that humans are a highly emotional species.

Psychologists say we have two systems in our brain. System 1 is fast, intuitive and emotional, while system 2 is slow, logical and rational. We must not solely communicate to the rational system – we have to communicate to the often more powerful emotional system too.

The Elephant, The Rider and the Path - A Tale of Behavior Change

social incentives

Contrary to common assumptions, people are not inherently selfish.

We have evolved to become intrinsically social animals with a deep need to belong and a desire to cooperate. We care what others think about us and are highly responsive to social influences, often modeling our behavior after those we like and trust.

In other words, we behave not purely as individuals, but as members of any number of social groups to which we belong. So changing an individual’s behavior means changing the norms of the group.

choice architecture

Humans have strange, seemingly irrational ways of making judgements and decisions that have been helpful throughout evolution, but that often defy rational logic.

Highly influenced by the context of our decision-making, we instinctively look for information that confirms existing beliefs and ignore information that contradicts it. We prefer simplicity, have a limited attention span and go out of our way to avoid hassles, even when the costs of avoidance clearly outweigh the benefits. We also ascribe more value to things simply because we own them.

So successfully designing for behavior change means accounting for those various biases and heuristics (a fancy word for shortcuts) in ways that make new behaviors easier to adopt.

advisory council
steve gaines headshot
Steve Gaines
    Dean, Bren School of Environmental Science & Management - UC Santa Barbara
Chris Graves
Christopher Graves
    President & Founder, The Ogilvy Center for Behavioral Science
Sarah stein Greenberg headshot
Sarah Stein Greenberg
    Executive Director of the Hasso Plattner Institute of Design (the d.school) - Stanford University
rob Heinrich headshot
Rob Heinrich
    Clinical Psychologist and Trustee - The Harold M. and Adeline S. Morrison Family Foundation
roberta katz headshot
Roberta Katz
    Senior Research Scholar, Center for Advanced Study in the Behavioral Sciences, Stanford University
aileen lee headshot
Aileen Lee
    Chief Program Officer, Environmental Conservation - Gordon and Betty Moore Foundation
pamela matson headshot
Pamela Matson
    Professor in Environmental Studies and Senior Fellow at the Woods Institute, Stanford University
kent messer headshot
Kent Messer
    Co-Director, Center for Behavioral & Experimental Agri-Environmental Research and Unidel Howard Cosgrove Chair for the Environment - University of Delaware
Georgia Pessoa headshot
Georgia Pessoa
    Head of Environment - Roberto Marinho Foundation
David Rand headshot
David Rand
    Co-Director, Applied Cooperation Team and Associate Professor of Management Science and Brain and Cognitive Sciences - MIT
Lucia Reisch
Lucia Reisch
    Professor, Department of Management, Society and Communication – Copenhagen Business School
Cass Sunstein
Cass Sunstein
    Robert Walmsley University Professor at Harvard Law School
rocky tirona headshot
Rocky Tirona
    Vice President - Rare Philippines
elka weber headshot
Elke Weber
    Gerhard R. Andlinger Professor in Energy and the Environment and Professor of Psychology and Public Affairs - Princeton University
Erez Yoeli headshot
Erez Yoeli
    Co-Director, Applied Cooperation Team and Research Scientist - MIT

the blog

check out stories of behavioral insights for the environment

Let's Talk Solutions: An Interview with Katharine Hayhoe
January 2019

Read our Q&A with leading climate scientist, Katharine Hayhoe, on climate communications and behavior change.

Sustainability, Social Norms, and Satisfaction: Our Favorite Behavior Change Studies of 2018
December 2018

Read out our top picks for research articles on behavior change and conservation from this year.

Stories From the Field: A Tale of Two Billboards
November 2018
The Center's Director of Campaigning for Conservation, Kate Mannle, shares her story of a successful behavior change campaign in Kenya on organic agriculture.

Building Blocks: What’s in a Norm?
October 2018

What does it take to change a social norm? Learn more about this popular concept in behavioral science and how you can use it for achieving conservation results.

Thirty Solutions, A Third of Emissions: Climate Change Needs Behavior Change
September 2018

A sneak peak of the findings in our new report, Climate Change Needs Behavior Change: Making the Case for Behavioral Solutions to Reduce Global Warming.

How Psychology is Helping Protect the Great Barrier Reef
August 2018

Guest writers from Behaviour Innovation share their success story of applying behavioral science to conserve the world's largest coral reef system.

On Nudging: Behavior Change is a Journey, Not Just a Destination
July 2018
On the 10-year anniversary of Nudge, we reflect on its successes as well as opportunities for expanding this approach for lasting behavior change in conservation. 

Registering Fishers to Capture Data, and Change Norms, For Fishery Conservation
June 2018

A recent trip to Mozambique led Rare staff to find that the fisher registration process in small-scale fisheries was doing more more than gather data; it was also creating positive emotions and social incentives that supported conservation behaviors.

How Belonging and Social Proof Inspired Sustainable Fishing in Mongolia
June 2018

Guest blogger Brooke Tully tells the inspirational story of a Rare-WWF program that changed fishing norms in Mongolia.

Gratitude, Compassion, and Pride: What Do They Have in Common?
May 2018

Learn about the ways Rare uses these three moral emotions in its behavior and conservation interventions, such as Pride campaigns.

April Fools! Six Behavior Change Myths Debunked
April 2018

There are some myths and misconceptions that can prevent environmental organizations from designing the most impactful strategies possible. We’re setting the record straight on six all-too-common myths about behavior change.

Recognizing Women’s Work Through Behavioral Design: An Interview with Iris Bohnet and Siri Uotila
March 2018
Leading behavioral design expert, Iris Bohnet, and Harvard Kennedy School Research Fellow, Siri Uotila, share insights on how we can apply a gender lens to our work on conservation and behavior change.

Dispatch from Dickinson Part II: Sustainability Educators Put Behavioral Design to the Test 
February 2018

The Assistant Director of Dickinson College’s Center for Sustainability Education shares updates and outcomes from her week with Rare Center staff last fall, highlighting ways that emotional appeals, social incentives, and choice architecture are now a core part of their programs on campus.

Norms, Nudges and Nature: A shortlist of our favorite behavioral studies from 2017​
January 2018

There is a growing set of literature on the intersection of behavioral science and conservation that supports the work we do at Rare. As we kick off another year, read about our short list of published work from researchers in the fields of psychology, education, and planning who drew connections between human behavior and greener living in 2017.

From Theory to Change: Behavioral Insights Driving Conservation Impacts - Sarilani Wirawan
December 2017
Last month, hundreds of thought leaders, researchers and practitioners came together at the National Geographic Museum in Washington, DC for the WWF Fuller Symposium on The Nature of Change: The science of influencing behavior. Rare-Indonesia Director Sarilani Wirawan spoke to the audience about Rare’s years of experience in translating the science of human behavior into the practice of reforming small-scale fisheries across Indonesia. Through the inspiring story of a few passionate and creative leaders, Sari recounted how simply meeting people where they are and adding emotional appeals, social incentives and choice architecture to our conservation toolkit have begun to transform the way the entire country is managing the future of its marine resources.

Behavioural Insights in Environment & Development
December 2017

In October 2017, Rare and the Stockholm Environment Institute (SEI) convened the Behavioural Insights in Development and Environment Summit in Stockholm, Sweden. Focused on discussing the potential for behavioural insights to influence the trajectory of development and environmental research and policy, a diverse group of 50 people including academia, policy-makers, donors, and practitioners actively engaged. The following document outlines some key conversations covered during the two day meeting.

Dispatch from Dickinson: On Meeting People Where They Are
December 2017
This fall, Rare launched the Center for Behavior & the Environment – our initiative to bring the best insights from behavioral science and design to tackle some of the most challenging environmental issues. Part of the Center’s mission is to empower the next generation of conservation practitioners to become transformative behavioral design strategists through high-impact trainings. Our first stop – Dickinson College in Carlisle, Pennsylvania, a leader in global environmental activism. For a look inside the beginning of this journey, read this “Dispatch from Dickinson” by Kevin Green, Rare’s Senior Director for the Center.

When Theory Meets Practice: A Mission (to) Accomplish
September 2017

Last month, we set out on an expedition to connect theory and practice. Led by Rare staff, several partners of the Center traveled to Tinambac municipality in the Philippines to visit one of our sites and meet our partner conservationists working on the ground to protect small-scale fisheries through behavioral approaches like emotional appeals, social incentives and choice architecture. Kicking off our behavior change blog is Rare Senior Manager Larissa Hotra with a recap of the week's key insights.

connect with the center

Interested in collaborating with the Center? To find out more, please contact us at behavior@rare.org.

the behavior beat

Stay up to date on the latest insights in behavioral science from The Center for Behavior & the Environment and beyond.

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