To-date, IAMs have treated elements of changing lifestyle independently of a more fundamental understanding of what drives lifestyle change, the speed at which it may occur, and how interrelated elements of lifestyle may change: does a rapid shift to healthy diets necessarily entail a rapid shift to active travel modes, rural living, reduced work time, and more social interaction? Will these shifts be constrained to a small and specific population segment, or could peer influence and emergent social norms shape population-wide behaviour?
NAVIGATE explores transformation potentials on the consumer side, starting with a cross-cutting analysis of the influence of people-centred behavioural change on consumption patterns. Lifestyle changes in transport, household energy, diets and sustainable consumption are at the centre of this analysis.