ABOUT US
At Acting For Good, we know that our impact lies not only in the words we stand by, but most importantly, in the the behaviour change created by our initiatives. Back in 2016, we realised that by using behavioural science we could overcome our challenges in changing unsustainable behaviours much more efficiently. We have therefore developed a behavioural science framework, the CARING TREE with behavioural scientists from the world-renowned consultancy, Influence At Work.
Our mission focuses on facilitating initiatives in 3 main areas:
TURNING THE NEEDLE ON THE CLIMATE CRISIS
Our behavioural science framework is being applied in projects in Vietnam, Indonesia, and Hong Kong to motivate farmers to take up climate-smart farming practices (such as making use of their crop residue instead of burning it) that will reduce their greenhouse gas emissions. Another one of these applications aims to increase the uptake of climate-friendly waste management processes in Vietnam.
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To find out more check out a case study
ENDING SPECIES EXTINCTION
To tackle species extinction, conservationists are applying our bespoke framework over multiple projects. These include: reducing wild meat consumption to protect endangered wildlife in Vietnam, and ending the capturing of threatened bird species from the wild for entertainment purposes in Indonesia.
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To find out more check out a case study
BUILDING A BEHAVIOURAL SCIENCE MOVEMENT
Behavioural science is needed to drive urgent, impactful change. So much of our work as climate actors and conservationists is based around humans, whose behaviour does not always happen the way we think it will. We are working with other climate actors, conservationists, journalists and donors to build a movement that encourages those working in the climate and conservation space to adopt a behavioural science approach.
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To find out more about how you can upskill yourself and your team to incorporate behavioural science in your work
Our Team
AFG was founded by two dedicated environmentalists. With their many years of experience, they have spent their careers working on the ground with over 100 local organisations to encourage pro-climate and pro-environmental action in countries across Asia.
To introduce behavioural science into our work, we have been collaborating with Influence At Work since 2016. IAW are a specialised behavioural science consultancy with over 20 years of experience in the field. Influence At Work created the CARING TREE framework following extensive research into pro-climate and pro-environmental decision-making. The CARING TREE framework forms the basis of our approach when we collaborate with local organisations with the aim of achieving environmentally conscious behaviour.
Karthi Martelli
CEO, GRANT-MAKER
I met Steve Martin in 2016 during a "Principles of Persuasion" workshop. Working in conservation realm led purely by my desire to prevent rapid species and natural ecosystem extinction caused by humans, I walked out of the training feeling empowered and hopeful that with the right behaviour persuasion nudges, we can turn the tide around and encourage more people to adopt environmental and climate friendly behaviours. As a grant-maker I wanted to ensure that our implementing partners will equally find the training useful. We offered the training to about 20 conservation NGOs and they unanimously agreed this is the clear knowledge/scientific discipline gap in our work. Most conservationists are experts in various life sciences such as biology, zoology, ecology, or as myself a veterinary surgeon. In the current Anthropocene epoch, it’s crucial to include and actively engage behavioural scientists in our environmental work to help reverse human caused damages. We have since worked alongside IAW team to develop and implement bespoke behaviour science framework CARING TREE for environmental and climate movement. The team, composed of behavioural scientists are passionate to be part of the growing movement to conserve and revere natural life on our home planet. Every one of us should be an environmental champion and CARING TREE is the tool to make this happen.
STEVE MARTIN
CEO. FACULTY DIRECTOR AT COLUMBIA BUSINESS SCHOOL
The Royal Society nominated international bestseller ‘Yes! 60 Secrets from the Science of Persuasion’, Steve’s books have sold over 1.5 million copies and been translated into 27 languages.
His work applying behavioural science to business and public policy has featured in International press, including BBC TV & Radio, The Times, New York Times, Harvard Business Review and Time magazine.
Steve is Faculty Director of Behavioural Science at Columbia University’s Graduate Business School NY, guest lectures at Harvard ,London School of Economics and London Business School, and is a founding member and Chair of the Global Association of Applied Behavioural Scientists (GAABS).
Eloise Copland
PRINCIPAL BEHAVIOURAL SCIENTIST
Eloise (Elle) is co-developer of the C.A.R.I.N.G. behaviour change programme which is being used to deliver positive environmental outcomes internationally. Her current work includes applying behavioural psychology to influence changes in farming practices, reduce demand for wild animals, and encouraging Board members to make Paris-alligned business decisions.
Elle gained her BA in Experimental Psychology from Oxford University and she received her Master’s in Behaviour Change from University College London. She is a member of the Global Association of Applied Behavioural Scientists (GAABS).
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Project & Groups Using Our Behavioural Science Approach
 Wak Gatak Conservation Center |  Save Vietnam Wildlife |  Hong Kong Wild Boar Project |
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 Agriculture, Fisheries and Conservation Department |  Farmers' Initiatives for Ecological Livelihood and Democracy |  Planet Indonesia |