ACR+ welcomes Behaven as a new member

Behaven is a B Corp certified behaviour change consultancy founded in 2020. The organisation helps businesses and public authorities turn sustainability goals into measurable impact. By combining behavioural science, marketing, and systems thinking, Behaven removes barriers to change and designs solutions that make sustainable behaviours easy and rewarding. 

We asked Fred Dorsimont, co-founder and managing director, a few questions. 

ACR+: What are the motivations for a behaviour change consultancy to be part of ACR+? 

F.D: We joined ACR+ because cities and regions play a key role in the ecological transition—but often lack the behavioural expertise needed to unlock change on the ground. Through the network, we hope to connect with local and regional authorities and support them in embedding behavioural insights into resource management strategies—helping turn ambition into action. 

ACR+: Have you already worked with local and regional authorities in the past? 

F.D: We’ve worked with regional authorities such as Brussels-Capital Region and Lille Metropolis to support their sustainability and resource management goals. This has included behavioural diagnostics, field experiments, co-designed interventions and targeted communication campaigns. In every case, we work closely with local stakeholders to ensure solutions are evidence-based, context-sensitive and designed for long-term adoption. 

ACR+: You know that Brussels Environment is also a member of ACR+! Can you tell us more about your work with them? 

F.D: When food waste sorting became mandatory in Brussels in May 2023, Brussels Environment asked us to help understand why many citizens were still struggling with the new habit. Using our Landscape Model™, we mapped key barriers to change, and then applied our Rainbow Wheel™ to co-create 26 practical, behaviourally informed solutions—spanning service design, communication and infrastructure. Each solution included a step-by-step implementation plan, enabling the region to act with clarity and confidence. 

ACR+: That is definitely an interesting process and outcome. Do you plan to continue work in this direction?  

F.D: Circular economy is an area with significant potential for impact—but where behavioural solutions remain underused. This year, we aim to support more local and regional authorities in applying behavioural insights to circular economy initiatives—making it easier for citizens and businesses to adopt circular practices in daily life. We also continue to support cities and regions across key areas like energy, mobility and home renovation—where behaviour change plays a critical role in achieving lasting impact.