SB Nine Sustainable Behaviors^TM

Align on the Nine

All brands can align their sustainability strategy and marketing efforts to one or more of the SB Nine Sustainable Behaviors^TM.

Sustainable Brands’ innovative research revealed the nine most impactful sustainable behaviors that consumers and brands can take together to create positive change. These data-driven and expert-validated behaviors have been developed through qualitative and quantitative research, in conjunction with Project Drawdown and a renowned climate psychologist, and ladder up to the 17 United Nations Sustainable Development Goals.

Driving the adoption of the SB Nine Sustainable Behaviors^TM is at the center of how brands can align internally and with their consumers to drive good growth and close the sustainability intention-action gap.

ADDRESS CLIMATE CRISIS

EAT MORE PLANTS

Moderate meat consumption and eat mostly plant-based foods.

BE ENERGY SMART

Conserve energy and use renewable energy sources where possible.

THINK DURABLE

Purchase durable, reusable products and use fewer disposable ones.

PRESERVE RESOURCES FOR LIFE

REDUCE FOOD & WATER WASTE

Use only what you need and find ways to reduce water and food waste.

GO CIRCULAR

Choose products made with recycled content and recycle, rent, share and buy used over new products.

CHOOSE NATURE-FRIENDLY

Buy products with clean ingredients and products that protect habitats and biodiversity.

FOSTER RESILIENT SOCIETIES

SUPPORT WOMEN & GIRLS

Support causes and products that support women and girls, that includes purchasing from women-owned businesses.

EXPAND EQUITY & OPPORTUNITY

Support brands offering inclusive and equitable products, policies and practices.

SHOW UP

Actively participate in organizations, buy from companies that support sustainable living, and vote.