When it comes to advancing sustainability, we often focus on educating people or creating elaborate strategies—but what if the secret lies in simply making sustainable choices the easiest ones to make?

Andreas Ludwig, a behavioural scientist with a fascinating journey from the former East Germany through positions at McKinsey, Accenture Digital, and most recently as Principal Behavioural Scientist with CBA Sydney, reveals how understanding actual human behaviour can transform sustainability initiatives.

Growing up in a country that disappeared almost overnight gave Ludwig a unique perspective on systems change and human adaptation. This experience fuelled his skepticism toward traditional economic models that assume rational behaviour, leading him to discover the experimental work of behavioural scientists who demonstrated the predictable irrationality of human decision-making.

What makes this conversation particularly valuable for sustainability practitioners is Ludwig's practical insights into implementation. While corporations spend millions on sustainability strategies, they often neglect the critical "last mile"—where human behaviour determines success or failure. Take household electrification: banks create green financing products assuming money is the main barrier, when many customers actually struggle most with knowing which installer to trust or what technology to choose.

The power of behavioural science lies in designing "choice architecture" that makes sustainable options effortless. Consider how default settings dramatically impact outcomes—from organ donation rates to energy plans—without restricting freedom. Ludwig also explains why audience segmentation matters, with research showing only 10% of Australians are environmentally motivated, while 60% want to understand "what's in it for me."

For professionals without behavioural science teams, Ludwig offers accessible starting points: adopt the behavioural science "lens" through books like "Atomic Habits," implement simple A/B testing, and recognise that small interventions shifting behaviour even 10-20% represent significant wins. For personal habit formation, focus on making first steps extremely easy and creating "habit stacks" that combine enjoyable activities with beneficial ones.

Ready to apply behavioural science to your sustainability initiatives? Listen now to discover how understanding human decision-making can help you design interventions that actually work.

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