01-09-2025
NOVA FCT announces a partnership with Nudgd, a pioneer in applying behavioral science to promote sustainable habits. This collaboration aims to enhance recycling practices within our academic community through the integration of innovative strategies informed by human behavior. The partnership is part of the Re-Source innovation program, supported by Sociedade Ponto Verde, which brings together innovative startups and sector leaders.
But what is nudging?
At the core of this initiative lies the concept of nudging — or positive influence. Nudging means subtly adjusting the environment to influence decisions in a predictable way, without restricting freedom of choice. By leveraging mental shortcuts and cognitive tendencies, nudges make it easier to adopt desired behaviors. For example: placing recycling bins in visible and accessible locations encourages their use over general waste bins.
Understanding behavior to create effective solutions
The project involved an in-depth behavioral analysis of recycling challenges on Campus. By identifying specific barriers and motivations within the community, it was possible to design targeted interventions that respond to the real habits and needs of our students and staff. This approach ensures that the solutions are not only effective but also culturally and contextually appropriate.
Among the solutions developed, students now have access to Nudgd’s digital platform — designed to make sustainable choices simpler, more appealing, and engaging. Through interactive tools, quizzes, personal commitments, and competitions, the platform uses principles of behavioral psychology to guide users toward more environmentally friendly decisions. The goal is to foster a sense of collective achievement and encourage sustainable practices across campus.
In addition to digital tools, physical nudges will be implemented at strategic points on Campus: clear signage, visual cues, and optimized placement of recycling bins. These small adjustments help make recycling more intuitive and natural, integrating it into students’ daily routines.
With the ambition to create broader impact
With this initiative, NOVA FCT and Nudgd aim to inspire other higher education institutions to follow the same path. The goal is to demonstrate that interventions based on behavioral science can deliver real, sustained improvements in sustainability practices across university campuses.
We invite the entire NOVA FCT community to actively engage with this initiative. Together, we can build a culture of sustainability and make a difference.
