This 1-hour masterclass explores the psychology behind sustainable consumer behaviour and how behavioural science can be used to design more effective brand messaging. Drawing on research from social psychology, consumer behaviour, and environmental psychology, it translates complex evidence into six, practical strategies that help sustainable brands better engage consumers and support lasting behaviour change. Across six sections, you’ll learn about: 1. Perceived Behavioural Control How perceptions of affordability, accessibility, convenience and control influence whether consumers feel able to make sustainable choices. 2. Self-Efficacy How to help consumers feel capable of taking action and understand the impact their individual choices can make. 3. Social Norms How descriptive, injunctive and dynamic norms influence behaviour, when different approaches work best, and how to apply them effectively. 4. Social Identity How the social groups people identify with shape purchasing behaviour, and how identity-based messaging can connect sustainable choices with group values and belonging. 5. Emotions How anticipated and experienced emotions such as guilt and pride can influence sustainable consumption, including when they motivate behaviour and when they can backfire. 6. Message Framing How gain and loss framing can shape emotional responses and decision-making, drawing on Prospect Theory and research into sustainable consumption. The masterclass concludes by bringing these concepts together, exploring how they interact and how to tailor them to your brand, audience and goals.