From Behavioral Science to Sustainability

Cameron’s journey into sustainability was shaped by his behavioral science background.

“My work is rooted in behavioral principles,” he explains. “I started with health psychology and shifted to environmental issues in the last decade. A key feature linking health and environment is understanding the psychological motives that drive human actions, such as the need for belonging, understanding, and control.”

This framework enables him to approach climate change conversations with empathy and curiosity. He cites an example: “When someone claims, ‘Climate change is only natural and caused by sunspots,’ the instinct might be to correct their misunderstanding. But often, they are expressing a need for understanding and control. Instead of simply educating, we could also seek to understand where they’re coming from and structure discussions that respect their autonomy while guiding them toward scientific realities.”

The Social Challenges of Sustainability

When asked about the behavioral barriers to achieving sustainable development goals, Cameron points to comfort and status as major obstacles.

“Humans are drawn to comfort and play status games. For instance, in the U.S., home sizes per person have doubled compared to previous generations. But data suggests bigger homes don’t make people happier. The pursuit of larger homes is a form of status signaling in a materialistic society. Yet, status is relative, so no-one chasing this strategy improves their social standing—the chase only increases consumption.”

This focus on consumption being unrelated to happiness, Dr. Brick argues, could take precedence over scrutinizing activities that genuinely enhance well-being.

Collaboration Across Disciplines

The role of the Centre for Sustainable Development Studies exemplifies the interdisciplinary nature of sustainability research.

The CSDS board, made up of Dr. Joyeeta Gupta, Dr. Mendel Giezen, Dr. Karen Paiva Henrique, Dr. Anke Wonneberger, Dr. Marijn Meijers and Dr. Cameron Brick, co-wrote the RPA Bridges initiative, which funds interdisciplinary research on sustainability. Additionally, the CSDS serves as a hub for social scientists at the University of Amsterdam to explore shared theories and methods. “We’re the middle layer between individual departments and University-wide programs like the Sustainability Platform. This allows us to quickly develop impactful research programs.”

One notable collaboration was led by communication scientist Marijn Meijers on perceived efficacy in climate change. “The project explored how individual and societal beliefs in efficacy shape behavior. It’s a great example of how interdisciplinary work can yield robust frameworks,” Brick says

Promising Trends in Sustainability Research

Looking ahead, Cameron is optimistic about two emerging trends in sustainability research:

1. Systems Thinking
   “There’s increasing recognition of the need to move beyond individual actions like turning off light switches and changing our diets. While important, these actions are insufficient to stop climate change. We need to focus on system-level behaviors, such as organizational policies on travel and catering, and citizen-led advocacy for political change. These higher-impact actions are gaining attention.”
2. Interdisciplinary Approaches
   “Combining insights from psychology, communication, and other disciplines offers powerful tools for understanding and addressing sustainability challenges. This integration will continue to drive the field forward.”

Building Sustainable Futures

Dr. Cameron Brick’s work underscores the importance of understanding human behavior in the fight against climate change. By combining behavioral science with interdisciplinary collaboration, he and his colleagues at the CSDS are advancing research that addresses both individual actions and systemic changes.

As sustainability research evolves, it’s clear that bridging disciplines and perspectives is key to creating solutions that are as complex as the challenges they aim to solve.