As individuals, many who try to live more sustainably can easily feel overwhelmed, disempowered, or even hopeless given the scale of the Climate Crisis. However, we know that small actions taken by many people can make an incredible difference, and consumers look to brands to help them live more sustainably in their everyday lives. We asked ourselves, if we could share a short list of the top behaviors people can adopt to make an impact, what should they be?

Our innovative research revealed the Nine Sustainable Behaviors that consumers and brands can take together to create positive change. To develop the Nine Sustainable Behaviors, we conducted qualitative and quantitative research in conjunction with Project Drawdown and a renowned Climate Psychologist, in tandem with the 17 United Nations Sustainable Development Goals, to come up with Nine Sustainable Behaviors that are the most actionable and impactful for brands and consumers to affect change. Driving adoption of these Nine Sustainable Behaviors is at the center of the SB Brands for Good initiative.