BEHAVIOUR CHANGE
FOR GOOD
Stand out professionally and deliver measurable, lasting outcomes by leveraging behavioural science in UX, Product, Sustainability, Marketing, Innovation, and Learning & Development.
Introducing The Eight Pillars Of Behaviour Change
"I'm turning what I learnt design gambling machines into good"
- Gary van Broekhoven
Let Me Guess...
You're passionate about sustainability, but it seems like your the only one.
You're tired of facing scepticism daily, especially since every other brand claims to be eco-friendly.
It's frustrating, exhausting, and honestly a bit soul-crushing.
I've been there. As a consumer psychologist and behavioural architect for 27 years, I've helped global brands, consultancies, and startups cut through the noise. I've learned exactly what works in reality, not just in theory.
Here's the bit that burns: if nothing changes, you'll keep getting polite nods but no real action. You'll feel overlooked, your passion wasted, and your sustainability goals slipping away.
There is a new path if you want to:
De-risk your product decisions with evidence-based behavioural insights.
Create sustainable user habits that ensure long-term engagement.
Develop deeper empathy by enhancing your personas with behavioural understanding.
Achieve stronger stakeholder alignment, replacing subjective opinions with clear, persuasive evidence.
"Professionals with "green skills" are now 54.6% more employable"
-LinkedIn, 2024 (no, they don't mean gardening)
SOME OF THE AMAZING BRANDS WE'VE WORKED WITH
Changing Behaviours for Good
Condensing 27 years of consumer behaviour for global brands squeezed into 8 live interactive online workshops!
This programme helps you:
Decode what makes your staff and customers tick and how to ethically influence behaviour and develop habits.
01
Break through barriers like cost, inconvenience, and short attention spans.
02
Turn hesitant customers into eager sustainability advocates.
03
Quickly validate ideas and prove real impact.
04
Create lasting customer engagement.
05
Develop deep insights that gives you an unfair advantage
06
Design relevant, easy-to-adopt, memorable sustainability solutions.
Meet Your Instructor
Gary van Broekhoven
University Lecturer, Consumer Psychologist + Behavioural Architect
Honoured as a 2024 Master Teacher of the Year nominee and ex VP of Innovation at DMI, I’ve spent 27 years helping global teams decode game-changing insights and design for behaviour change through powerful frameworks like GRAMS and NOREX, now recognised in academia and innovation.
I’ve worked on projects in patient adherence with doctors across Europe, partnered with brands like Springer and Sanofi, and supported founder networks like EO and YPO. I’ve also collaborated with world-class consultancies like IDEO, Designit, and Fjord.
Now, as part of my mid-life crisis, I've decided to take a year off and share all the frameworks I know first-hand that work in a wide range of situations and sectors. I've seen enough damage done to this world - it’s time to empower the right people!
Regardless of your job, behaviour change is hard to do unless you use the basic frameworks properly.
oh, and AI won't save you on this bit - but I can show you how to use it!
Master The Eight Pillars of Behaviour Change:
Programme Curriculum
*This isn’t just another video course
It’s a live online an interactive training programme where you stretch your mind, with fellow game-changers!
In 4 weeks, you'll be decoding and designing new experiences for your customers that keep them coming back for more.
Decode Human Behaviour
Week One
Workshop 1: Culture and Customer Types
What works for one group can put the other group off. Effortlessly navigate cultural differences and clearly define customer segments, so your solutions resonate across diverse audiences.
Workshop 2: Insights hunting (not just GPT)
Rapidly uncover deep, actionable insights, from every customer conversation, enabling you to design targeted solutions that address real customer struggles.
Week Two
Workshop 3: Value and Perception
Transform customer perceptions and clearly communicate the true value of sustainable options, removing economic and convenience barriers.
Workshop 4: Cognitive Biases and Heuristics
Predict and ethically influence customer decisions by understanding hidden biases, making your sustainability efforts more effective.
Design New Behaviours And Habits
Week Three
Workshop 5: Motivation and Conditioning
Master motivational drivers and conditioning techniques to quickly convert customer interest into sustained action.
Workshop 6: Behaviours, Habits, and Routines
Seamlessly embed your sustainability solutions into daily customer routines, ensuring long-term engagement and adoption.
Week Four
Workshop 7: Memory and Persuasion
Create highly memorable experiences that effortlessly persuade customers to prioritise sustainable choices.
Workshop 8: Gamification, Deceptive Design, and Ethics
Ethically use gamification to boost engagement, while confidently avoiding manipulative design practices, building lasting consumer trust.
It's not about the certificate but...
Standing out in this highly competitive market by having a unique skillset that sets you apart from all the other applicants is important.
All certificates come with a unique code that employers can check and validate.
Plus, you can easily and proudly share on LinkedIn etc.
What recent participants say
"Learning how to ask the right questions, to serve better and design better."
Azaria - Creative Strategist - Honduras
"The programme equipped me with seeing things in their actual form and seeing behaviour and motivations from different angles."
Richard - Director of Digital Experience - UK
"The mixture of watching the video and the online workshops, in a small group, while applying it to our own project made this a great hands-on experience."
Caterina - Senior UX/UI Designer - Spain
"The revelations were plenty in my own experience and how you can apply it"
Amy - UX Designer - UK
"I have got a couple of books on behaviour design, but the curation of this programme brings more depth and building connection to real life application"
Dominik - Lead Product Designer - Denmark
"I appreciate the dynamic and support. I also find that GRAMS framework can be applied even in personal life."
Amy - Product Manager - Thailand
What's Included When You Join
Over 4 weeks
Total of 8x 2hr live online hands-on sessions with Consumer Psychologist, Behavioural Architect and University Lecturer Gary van Broekhoven
4 Optional Friday "office hours"
Going over any topics and make sure the new material is relevant to your projects
Templates & Project Guides
A complete Behaviour Design Toolkit
Community
Join our rapidly growing community of like-minded 'behavioural' change-makers
Recorded Sessions
All sessions recorded in case you miss a day
Bonus
Weekly Friday Drop-ins with leading experts covering important topics such as "how to avoid burnout" and "dealing with difficult stakeholders" and "How we did it-success stories"
Stay updated on the latest, we'll make sure you get the most relevant new research papers and simplified with examples on how to apply this to your projects.
Access to new video training. We'll be creating new material and lessons, and we'll make sure you receive it first!
The 1st Impact Cohort for 2025
There's no other programme out there that gives you the real learning-by-doing experience making sure it sticks and you get your ROI as quickly as possible and many times over!
We begin TUESDAY 24th of June
This cohort is limited to only 20 participants to ensure personalised attention, deep community connection, and maximum impact.
Time Zone Workshop Time - Tuesdays & Thursdays
USA (EDT) 9:00 AM - 11:00 AM
UK (BST) 2:00 PM - 4:00 PM
Europe (CEST) 3:00 PM - 5:00 PM
UAE (GST) 5:00 PM - 7:00 PM
Thailand (ICT) 8:00 PM - 10:00 PM
To keep the fees fair, we have three different options.
Corporate Supporter
1500 €
Plus tax if applicable
NGO's + Startups
(and those paying out of their own pocket)
925 €
Plus tax if applicable
3 seats for Scholarships
(currently unemployed or transitioning into a new field)
Plus tax if applicable
My Risk Free promise to you
100% Money Back Guarantee
Remember, you do not have to say YES right now. You only have to say MAYBE.
Start the programme and if you decide after a week that it´s not for you, no problem.
You can get a full refund immediately. No phone calls, no hassle. Just send us an email.
Recent Participant Reviews
"It is a great opportunity, the model of the programme, as well as the interaction was an amazing learning experience"
Sarah - Program Manager - Egypt
"Every time you provide a new framework, I just see there is a lot to apply it and make improvements, even in some places that you would not think of "
Leoncio - Scrum Master - Costa Rica
"It is very interesting; I got to learn new tools that I can now apply to my business"
Marilo - Founder/CEO sustainable Innovation Entrepreneur - Spain
Shun Lai - Digital Marketing
As a digital marketer, I’ve learned how important it is to understand why people make certain choices.
Whether you’re in marketing or design, knowing a bit of psychology helps you connect better with your audience.
Thank you, Gary, for your kindness and support. You are truly an energetic teacher, and I’ve learned so much from you!
Khoon Sint May - Entrepreneur
I want to extend my sincere gratitude to Gary for his engaging lessons on consumer behavior in Module 4. His expertise in psychology and the intriguing world of consumer decision-making has truly enhanced our learning experience. Thank you for your kindness and support throughout this journey!
Nyi Myat -Communications Consultant
What I learned wasn’t just for marketing. It’s impacted my personal life and how I design my courses as an instructor too. Everything I've learned is installed in my brain and will flow through me to others!
Thank you, Gary! Learning from you about what drives people has left me with only one question to answer: What drives me as a person?
Is this Programme for me?!
This programme IS for you if...
You’re here to change behaviours, not just raise awareness - whether nudging better customer choices or steering your organisation toward sustainability.
As a Designer, Product Owner, Marketer, Sustainability Officer or Learning and Development Manager, you want actions that stick for good.
You're ready for a psychology-backed, proven and practical frameworks that makes sustainable behaviours easy, obvious, and rewarding.
You're done waiting for permission. You're here to build momentum and bridge the gap between values and real actions, turning good intentions into lasting impact.
This programme is NOT for you if…
You think sustainability is just a PR checkbox or marketing fluff? Close this tab now.
If opinions outweigh science for you, this isn't your space. Here, it's data, systems thinking, and behavioural science all the way.
Care more about looking good than making real change? You won't like this programme.
Chasing quick trends instead of solving lasting problems? We're here to build resilient, regenerative businesses—not gimmicks.
“The next big thing is not AI, it’s the understanding of people.”
Don Norman
Join Waitlist
Know when is the next cohort
Please notify me as soon as the course dates are released! - You can easily 1-click unsubscribe at any time.
Your other options.
Still weighing things up? Fair enough. Here’s how the usual suspects compare:
Books
Books are great, we love books and read a lot of them. But let's be honest, they’re slow solo journeys. And without real-world practice or peer input. Plus, most sustainability books focus on the “why,” not the “how.” Insightful? Sure. Actionable? Not always.
Academic Programs + university degrees
Academic programmes can go deep and if you have the time and money, we recommend them. But they’re often expensive, slow, and built for academia, not the fast-moving reality of teams trying to make change today. We often have university students in psychology join our programmes as a bridge to real-world application. We only give you the tools and frameworks that you can use right now.
Bootcamps & Self-paced Courses
Some are good, we even have a couple. In reality, you’ll get some frameworks, maybe a Slack group and a badge. But most are passive, one-size-fits-all, and, like books, are solo journeys or too short to make a lasting impact. More consumption less transformation. Few get their hands dirty with the actual work of shifting habits, redesigning systems, or building buy-in.
AI
We use AI, it’s useful, it speeds things up. But once you understand these frameworks, you’ll see just how surface-level most AI-generated thinking really is.
This programme gives you the depth to easily spot the gaps, the confidence to trust your judgement, and the clarity to make faster, smarter decisions (while everyone else is still asking ChatGPT what to do).
Join the waitlist
Now when is the next cohort date
Please notify me as soon as the course dates are released! - You can easily 1-click unsubscribe at any time.
Common Questions
Is this programme relevant to my industry?
100%. YES!
Whether you work in healthcare, farming, fashion, mobility, tech, energy or policy, the behavioural science we teach applies across the board. If your work touches on sustainability or people, this programme is for you. From shifting patient behaviour in hospitals to encouraging greener consumer habits in retail, the tools you'll learn are designed to fit your sector and challenges.
Do I need a background in psychology or sustainability to join?
Not at all.
We start from the ground up, making everything easy to grasp and highly practical. You don’t need a degree in psychology, just a genuine interest in making change happen. Whether you’re completely new to behaviour science or already dabbling, you’ll leave with a strong, actionable toolkit.
What will I learn that I’m not getting elsewhere?
You’ll learn how to understand and influence real-world behaviour, using proven models that go beyond awareness campaigns and theory-heavy sustainability strategies. We won’t cover circular economy frameworks, legal compliance or policy etc. Unlike other places, we focus 100% on what makes people tick, how to shift habits, and how to design interventions that actually work.
Oh, one last thing, I've worked in so many different industries over my 27yr career, I've seen what works and what doesn't, I'm not here to waste your time with clever looking frameworks that you need a degree in them just to use them!
What’s the weekly time commitment?
We run 2 live online workshops per week (2 hours each) across 4 weeks, so that’s 4 hours of live learning a week. You’ll also get optional access to Friday office hours. After that, we have guest expert fireside chats, and a private community to go deeper. Previous students have said that this is the goldilocks amount of time for them to combine with their professional or personal activities.
Is the programme theoretical, or will I be able to apply it?
APPLIED.
From Day 1, you’ll be working on real challenges — your own or shared case studies. You’ll use my own frameworks like GRAMS and NOREX, and by the end of the course, you’ll have mapped out an intervention or behaviour change plan that’s ready to use!
What sort of results can I expect after 4 weeks?
You’ll leave with:
A clear understanding of what drives behaviour
Practical tools to influence action and form habits, regardless of your industry
A plan or prototype you can use straight away
The language to explain behaviour change clearly to your team or clients
Greater confidence to lead sustainable change in your organisation or community
How do I know this works?
The methods we teach are already being used by teams at IDEO, Designit, Fjord, Springer, ING, Innocent Drinks, and many more brands around the world, and even in public health projects and startups across Europe.
If I haven't personally used it in a real-world scenario, I'm not teaching it!
If you're committed to learning and applying the tools, you will see results.
What if I join and it’s not for me?
It's never happened yet, but no problem.
If, after the first week, you feel the course isn’t right, just let us know and we’ll refund you in full. No awkward conversations, no hard feelings.
still have questions!
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
Hours
Monday - Friday
10am - 6 pm
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