Sustainability behaviour change
Initiative description: Expanding B4D’s policy experiments using insights from behavioural economics and psychology to gently ‘nudge’ FIFA World Cup 2022™ stakeholders towards more sustainable choices contributing to the achievement of the objectives and initiatives in this strategy. This includes the design and implementation of nudges to improve outcomes in areas such as workers’ living and working conditions, environmental sustainability, youth education and empowerment, inclusivity, and health, safety and security for attendees, participants and communities.
Founded in 2016 by the SC, Behaviour 4 Development (B4D) is the MENA region’s first behavioural insights and nudge unit. The B4D team uses behavioural economics and psychology to gently ‘nudge’ FIFA World Cup 2022™ stakeholders towards more sustainable choices. This includes the design and implementation of nudges to improve outcomes in areas such as workers’ living and working conditions, environmental sustainability, youth education and empowerment, inclusivity, as well as health, safety and security for attendees, participants and communities.
In recent test tournaments, B4D carried out research into the best approaches to increase spectator recycling of materials. Poor waste segregation can result in large volumes of potentially recyclable waste being sent to landfill. The interventions therefore tested spectators’ willingness to respond to a call to action to minimise litter left near their seating, and their knowledge regarding what can be recycled. The aim was to gather data on how fans behaved in the presence of specific messaging compared to areas with no messaging. The results showed that in the zones with messaging, littering was considerably reduced compared to those areas of the stadium where the messages were not available.