The new partnership between UK social enterprise Behaviour Change and UK waste recycling charity WRAP will use the organisations’ established citizen campaigns across government, businesses, charities and foundations to help tackle climate change and reach net zero carbon goals.
The collaboration, which started on 5 January 2022, is said to expand WRAP’s behaviour change capabilities on the most pressing environmental issues, which include apparel and textiles and recycling and will encourage behaviour change for a wider range of businesses, charities, public sector bodies and foundations.
The two organisations hope the partnership will scale up interventions already in place and encourage the urgent action necessary to ease pressure on the environment through the carbon emissions embedded in the items consumers buy and use every day, such as apparel.
Behaviour Change and WRAP will use the partnership to help businesses who work with them to reach their customers with environmental messaging more effectively, and will engage directly with the public through a number of consumer facing brands including Love Food Hate Waste, Recycle Now, Love Your Clothes and Clear on Plastics.
The collaboration will also support a range of environmental commitments made by organisations and governments including those under Courtauld 2030, the UK Plastics Pact and Textiles 2030, as well as business-specific commitments and UK wide targets, such as the 6th Carbon Budget.
The agreement is said to cement years of work already undertaken on behaviour change interventions by both WRAP and Behaviour Change.
WRAP CEO Marcus Gover explains: “Changing behaviour at scale can generate huge benefits and together Behaviour Change and WRAP will drive forward change through the businesses and governments we work with – here and around the world – and through our work with the public.”
Behaviour Change executive director David Hall adds: “We all know that people have a tendency to make decisions that are against their own interests and those of society and the planet. We are focused on learning about what really works to change behaviour for the better and then scaling it up. Working hand in hand with WRAP will enable us to do this in bigger, more effective ways that start to answer the huge sustainability challenges that both organisations exist to tackle. This new partnership is all about impact and we are excited about the new possibilities it will bring.”
Hall and Behaviour Change’s director Rob Moore will continue to manage the company and work closely with WRAP’s director of collaboration and change Catherine David. The social enterprise will have a new governing board including directors and trustees from WRAP and an independent non-executive member, while Hall joins WRAP’s senior leadership team.
The move follows a successful year for both Behaviour Change and WRAP. Behaviour Change continued to expand in 2021, winning new work from clients and WRAP delivered the biggest Recycle Week to date.