Grounded in evidence, built for practice.

Behavioural psychology is applied today far beyond the laboratory — in public health, energy conservation and waste management. But most of all it is being used to stimulate consumers to buy more than needed, i.e. to drive overconsumption. MOWW wants to change this by using latest technology and research to reduce consumption and to understand the value of already exploited raw materials.

MOWW builds on understanding the values and actual behaviours behind choices, then make small, well-designed changes in context and communication to produce measurable shifts in everyday behaviour.