Shaping Markets for Sustainability (SHAPE)

SHAPE studies human centred methods that companies can use for shaping markets, so that they develop competitive and profitable business, and simultaneously fulfil customer needs and sustainability. Markets change over time through interaction. It is imperative to direct this change towards sustainable consumption. Companies have an important role in driving this behavioural change through the development of solutions and system innovations. The project tackles this challenge through the methods of co-development and communication.