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This session offers multidisciplinary insights and tools to help brands make progress in the difficult quest toward incentivizing new cultural norms around shopping and consumption. By combining the power of a set of tactics derived from behavioral economics and cognitive psychology, this guidance can help companies design for behavior change more effectively. Get hands-on inspiration in strategy implementation through the application of nudging, choice editing and a few other tactics proving valuable in shaping smart behavior change initiative. In this session Head of Climate at Coop (one of the biggest retailers in Denmark), Jonas Engberg and Behavioral Design Expert, Sille Krukow, will introduce the secrets behind the success of Coop’s new climate initiatives measurably reducing CO2 emissions and increasing sales by more than 25%.