Our Top Stories
‘Moral’ nudges showing promise: Recent research by behavioural scientist Sophie Attwood tested whether a short environmental message could influence meal choices on an online food delivery platform. Participants, excluding vegans and vegetarians, were asked to order meal kits for a week. The experimental group received a simple message encouraging plant-based dinners after selecting their lunch. This message increased plant-based dinner orders by 51% among those who had already chosen a plant-based lunch and led to a 27% shift away from meat options among meat eaters. These promising results show that even the smallest nudges can influence healthier, sustainable choices. [Green Queen]
The danger of misinformation: The 2025 Global Risks Report highlights misinformation as the greatest threat to society, even as awareness of climate change grows. Despite roughly 80% of people acknowledging climate change and 70% recognising human impact, action remains low, mainly due to a gap between knowledge and behaviour. To drive real change, climate communication must go beyond information-sharing—often undermined by misinformation—and use cultural narratives to inspire emotional reactions that will accelerate global behaviour shifts. [Edie]
Business Spotlight - Ahold Delhaize
Ahold Delhaize, one of the world's largest food retailer groups, has set a target of 50% plant-based sales by 2030, following wider supermarket trends to promote healthier and more sustainable consumption. The company is also using this target to help cut its carbon footprint, with animal-based proteins being a major contributor to the emissions of its value chain. To meet its new goals, the group is actively promoting plant-based products, collaborating with farmers to reduce emissions, and leveraging loyalty programs to incentivise sustainable purchases. [Edie]
About Reewild
At Reewild, we’re all about Building Greener Behaviours, and since our inception we’ve been developing innovative tools and solutions that help to further this goal.
Whether it’s helping people to monitor and reduce their carbon footprint, running campaigns that reward participants for making greener choices, or empowering consumers to make their grocery shop cheaper, easier, and greener - our purpose remains laser focussed. To inspire and cater to the 76% of people who recognise the need to take action on the climate but don’t follow through due to competing priorities.
To support this community, our goal is to reframe climate action in a way that eliminates trade-offs and builds in genuine personal benefits – such as time and money savings.
Our ambition is to inspire a green revolution in consumer habits, influencing business practices in the process, and building a more sustainable future for all.
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