Purpose
The Working Group on Behaviour Change for Sustainable Outcomes emerged from a conversation at the PRME UK Conference in Exeter in June 2024, where members from industry, government, and academia identified a shared interest in the role of behavioural science in responsible management education. Through this exchange, a common insight emerged: achieving sustainable outcomes depends not only on strategy and policy, but on understanding and influencing human behaviour. Recognising the relevance of behavioural science across management disciplines, the group formed around a shared commitment to advancing pedagogical and practice-oriented approaches that support meaningful, sustained behavioural change aligned with the Sustainable Development Goals.
History
Sustainable development ultimately depends on human action. Consumers, managers, policymakers, service providers, and communities all play a role in shaping outcomes through everyday decisions and behaviours. While attitudes toward sustainability are often well established, a persistent attitude–behaviour gap remains This Working Group addresses that gap by advancing behavioural science–informed approaches within responsible management education.
The group seeks to strengthen the translation of sustainability knowledge into practice by integrating behavioural insights into teaching, research, and engagement. Rather than replacing existing disciplinary expertise, the Working Group adopts a cross-cutting and interdisciplinary approach that complements management education across its many forms. By drawing on behavioural science, the group aims to support educators and institutions in designing learning experiences, policies, and interventions that better account for how people actually behave, thereby enabling more effective and inclusive progress toward the SDGs.
Goals
The Working Group is guided by five interrelated priorities that support the advancement of behavioural science within responsible management education and align with the values and mission of PRME:
Build capacity: Identify existing expertise and interest in behavioural science across the PRME community and establishing a strong foundation for collaboration and shared learning.
Co-design practice-relevant opportunities for change: Engage with industry, government, and other partners to pilot behaviourally informed approaches to addressing complex sustainability challenges.
Support knowledge and skills development: Curate and develop a repository of resources on behaviour change theory and practice to guide educators [and practitioners].
Enhance curricula and pedagogical approaches: Embed behavioural science more visibly and playfully across management education, including alignment with innovative learning frameworks such as i5.
Embed reflexivity and learning: Document both processes and outcomes and sharing insights through peer-reviewed scholarship as well as accessible formats that support learning across the wider PRME community.
Research
The Working Group’s research activities focus on advancing behavioural science–informed approaches to responsible management education through interdisciplinary and transdisciplinary collaboration. This includes developing pedagogical materials and applied research outputs that explore how behavioural insights can be embedded more effectively across management education. The group aims to establish a pipeline of research that contributes to academic scholarship while remaining grounded in practice, with dissemination through conferences, peer-reviewed publications, and PRME-aligned networks. Particular emphasis is placed on playful learning approaches and alignment with the i5 framework.
Engagement Opportunities
The Working Group offers a range of opportunities for engagement designed to connect educators, researchers, and practitioners interested in behaviour change and sustainability. Activities may include regular meetings, workshops, collaborative learning sessions, and thematic discussions that support peer exchange and collective capacity building. Engagement opportunities are intended to be inclusive and ongoing, allowing new members to contribute at different stages and levels of involvement. Specific events and participation details are shared through the PRME calendar.
Resource Development
A central activity of the Working Group is the development of resources that support the integration of behavioural science into responsible management education. Building on its focus on knowledge and skills development, the group is creating a repository of behaviour change theory and practice materials, including case studies and curriculum modules that exemplify good practice. These resources are intended to support educators across disciplines and will be shared through the PRME UK and Ireland Innovative Teaching Resources platform, as well as presented through PRME Chapter activities.
Stay tuned for additional resources to be uploaded in the resources tab!
Other Activities
The Working Group is dedicated to bridging the gap between theory and practice by exploring opportunities to co-design and deliver industry-based interventions. These collaborative projects aim to apply behavioural science insights to real-world sustainability challenges within professional settings. To ensure effectiveness and continuous learning, these interventions will be evaluated to measure their specific outcomes and the value added to both the participating organizations and the broader field of responsible management.
