For whom → sustainability professionals
Behavioural design × AI training for sustainability

Design sustainable behaviour that|

Every sustainability goal you set, every ESG programme you run, every behaviour campaign you launch — it all depends on whether people actually change what they do. Most sustainability work targets intention. Behavioural Design targets behaviour. You learn why the green choice is rarely the obvious one, and how to design so it becomes the default.

Nine HR behaviour challenges → Or jump straight to our programmes →
10.000+
trained
9.3/10
rating
EQAC
accredited
€1.190
from excl. VAT
HR professionals during the Behavioural Design Fundamentals training at SUE Amsterdam

10,000+ professionals trained, including people from

Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com
Sustainability is a behaviour profession

Every sustainability professional runs into these behaviour challenges.

Awareness campaigns, green facilities, ESG reporting. Again and again: the information is clear but the behaviour does not change. The question is not whether you recognise this. The question is how you design past it.

01 · Campaigns

Why does the awareness campaign change nothing?

Everyone got the leaflet. The message was clear. Behaviour stayed the same. Awareness is not the bottleneck. The decision environment is.

02 · Green facilities

Why does nobody use the green facility?

The EV charger is there. The bike parking is excellent. The vegetarian option is on the menu. Uptake stays low. Availability is not the same as behaviour change.

03 · Reversion

Why does the sustainability programme revert after the initial push?

The kick-off worked. Behaviour changed for six weeks. Then everything went back to normal. Sustainability without context design is a temporary change.

04 · ESG

How do I get grip on the behaviour behind our ESG targets?

The targets are set. The reporting is in place. What actually drives the numbers? Designing for ESG impact requires designing for the behaviour behind the metric.

05 · Energy transition

Why does resistance to the energy transition keep surprising us?

The business case is clear. The urgency is real. People are not moving. Resistance to sustainability is not a knowledge problem. It is a behaviour design problem.

06 · Social norms

How do I make sustainable behaviour the norm, not the exception?

When most people around you do something, you do it too. Designing for social norms is one of the most powerful tools in sustainability and one of the least used.

07 · Supply chain

Why does sustainable sourcing policy not translate to actual procurement behaviour?

The policy is there. The preferred suppliers are listed. In practice, the same suppliers win. Procurement behaviour is not changed by policy alone.

08 · Reporting

How do I measure behaviour change, not just sustainability output?

CO2 is measured. Energy is measured. The behaviour that drives these numbers is not. Designing an evaluation framework around behaviour is a different skill.

09 · Employee engagement

Why are the engaged employees already convinced and the rest not moving?

Your sustainability champions are active. The remaining 80% are indifferent. Designing for the disengaged majority is a different challenge than inspiring the committed minority.

Why the SUE Behavioural Design method

Behavioural science made practical for professionals who are not behavioural experts.

Most behavioural science knowledge is locked in academic papers and consultancy reports. SUE built its own method, the Influence Framework, which translates that knowledge into a practical step-by-step process any HR professional can apply, without a scientific background.

Read: the SUE Influence Framework explained →
SUE Influence Framework
No academic theory — you work on your own HR case during the training and go home with a fully worked-out plan
Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners
Our own method, the Influence Framework is not taught anywhere else, described in the #1 management bestseller
16 years of experience, from ING to Heineken to the Dutch Government: the method has been proven on the biggest HR challenges in the Netherlands
Springest
9.3/10
★★★★★
Google
4.8/5
★★★★★
Bloomville
5.0/5
★★★★★
Certified by
EQAC accredited
The ideal starting point

Three featured programmes for HR

Individually, with your whole team, or as self-study. Three formats in which you learn how to design behaviour in onboarding, retention, culture change and sustainable employability. Choose the format that fits your role, schedule and organisation.

Behavioural Design Fundamentals
Individual

Behavioural Design Fundamentals Course

The ideal choice if you want to acquire the skill yourself. You build a deep understanding of how people make decisions and learn how to apply those insights the next day in recruitment, retention or culture.

Live · 2 days · Amsterdam or online · own pace · certificate · AI inside
View training
Behavioural Design team training
Team Training

Behavioural Design Masterclass

Work as a team for one day on one HR challenge of your choice: onboarding, retention, psychological safety, culture change or sustainable employability. You go home with a concrete intervention you can test the following week.

1 day · at your location max 16 participants
View team training
Deep Dive Leading Change and Transformation
Online · Own pace

Deep Dive Leading Change & Transformation

For HR professionals who guide change processes. Learn why change stalls and how to get employee and manager behaviour on board, using proven behavioural science techniques.

Online · own pace certificate · AI inside
View online training
Our full range

Or browse all our trainings and programmes

In addition to the three featured trainings above, we have a broader range. Choose below the format that suits you. Every path leads to the same goal: designing sustainable behaviour that works across campaigns, policy, ESG and the energy transition.

What sustainability professionals say after the training

10.000+ professionals have followed a SUE Behavioural Design training.

The sustainability professionals among them have one thing in common: afterwards they look at campaigns, ESG and sustainable behaviour differently.

After the training

What sustainability professionals do differently after the Behavioural Design training

Not abstract knowledge. Concrete changes in how you approach campaigns, ESG policy and sustainable behaviour change.

You analyse behaviour before you design the sustainability intervention

You use the Influence Framework as your starting point: what drives these employees, what's holding them back, what context helps?

You design workplace context, not just HR communication

You shape the work environment so that the desired behaviour becomes the easiest choice, not just the most communicated one.

You speak the language of behaviour in sustainability decisions

You share a common framework with your team: goals, anxieties, habits, context, friction, triggers. HR decisions become more concrete and better grounded.

Frequently asked questions

Frequently asked questions about Behavioural Design for HR

Most participants start without any prior knowledge. The training teaches you the behavioural science you need, linked directly to your own sustainability practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your ESG programmes, behaviour campaigns or circular economy work.

You learn the SUE Influence Framework: a method for analysing why employees do what they do, and for designing HR interventions that genuinely work. You work on your own HR case during the training, such as onboarding, retention, culture change or wellbeing, and go home with a fully worked-out strategy you can apply the next day.

The training is most valuable for experienced sustainability professionals. You've got the practical experience. The training gives you the scientific framework that backs up your intuition and sharpens your approach. Many participants say afterwards: I was already doing parts of this, but now I understand why some behaviour campaigns work and others don't.

A deliberately mixed group: HR professionals, marketers, communication advisers, policymakers and leaders all together. Maximum 16 participants. That mix is what makes it valuable, because you learn not only from the content but also from how people in other sectors deal with similar behavioural challenges.

Yes. We invoice in the company name and the training is EQAC-accredited, which makes reimbursement easier. Get in touch if you need a quote or additional information for your request.

Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. The Deep Dive Sustainability builds on that with sustainability-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.

The Fundamentals course is the broad foundational training: 2 days live (or 33 online lessons) in which you learn the complete Behavioural Design framework. After that, you can apply it to any sustainability challenge. A Deep Dive training lasts 1 day and goes deep on one specific topic, such as sustainable behaviour change, ESG adoption or circular economy design. If you do both, the Fundamentals course is always the first step.

Yes. The Behavioural Design training is EQAC-certified, which makes reimbursement from employers easier. We invoice in the company name and provide a quote on request. The course is given in Amsterdam and online. Get in touch for personal advice on which training best fits your situation.

Ready to take the step? View the next start date or ask your question.

View start dates → Ask a question

10.000+ professionals have gone before you · 9.3/10 rating · EQAC accredited

Behavioural Design is the missing layer.

Why a well-intentioned HR policy doesn't automatically change behaviour

Behavioural Design for sustainability professionals is the application of behavioural science to sustainable behaviour change, ESG policy, climate campaigns and the energy transition. The method helps you understand why people make the choices they make, and how to design the context so that the sustainable option becomes the natural default.

1
96% of behaviour is automatic. Most HR interventions address the conscious mind: posters, e-learnings, wellbeing campaigns. The Behavioural Design Method teaches you to read the unconscious, and design for it.
2
Five forces shape every behaviour. Pains, gains, anxieties, comforts and jobs-to-be-done. The SUE Influence Framework teaches you to recognise them in employees, managers and candidates, and use them to influence HR decisions.
3
Behaviour is designable. The Behavioural Design Method gives you a step-by-step process for changing the work environment, not the person, so that ownership, engagement and sustainable employability become the natural default.
Read more about the Behavioural Design Method →
Personal advice

Would you prefer to discuss the options with us?

Book a no-obligation discovery call. Marjan will connect you with the right SUE specialist who can give you targeted advice based on experience with HR challenges.

Marjan Krom, Happiness and Hospitality Manager SUE
Marjan Krom
Happiness & Hospitality Manager
Email
academy@sueamsterdam.com
Phone
(+31) 20 223 46 26
Location
's-Gravenhekje 1a
1011 TG Amsterdam

Book a call

Choose a moment that suits you.

Further reading

Sustainability & behavioural science: the most-read articles

1
Nudging
Nudging in practice: How to design effective nudges
 2
Choice architecture
What is choice architecture? Definition, examples & principles
 3
Nudging
Defaults explained: The most powerful tool in Behavioural Design
 4
Social norms
What is a social norm? Definition, types and real-world examples
 5
Behavioural design
What is sludge? How unnecessary friction blocks good behaviour
 6
Influence
The SUE Influence Framework explained
 7
Behavioural design
Friction in Behavioural Design explained: Good friction, bad friction & sludge
 8
Behavioural design
What is Behavioural Design?
Read all articles on sustainability & behavioural science → The Art of Designing Behaviour
Book by Astrid Groenewegen
The Art of Designing Behaviour
The complete practical guide to using behavioural science to change what people do.
#1 Bestseller · The standard in behavioural design
Astrid Groenewegen
Astrid Groenewegen
Co-founder, SUE Behavioural Design
Weekly newsletter

1.5 minutes of Influence

Every week I notice something: a hospital sign, a supermarket shelf, a phrase in a meeting. Always something that shows exactly how context drives behaviour. I write it down. Every Thursday morning it lands in your inbox. In 90 seconds.

Read by 10,000+ professionals · Free · Unsubscribe any time

Next edition
Behavioural Design Fundamentals — 21 & 22 May 2026 5 spots remaining
Enrol now →