Behavior change for the environment starts here

Rare’s Center for Behavior & the Environment (BE.Center) is the world’s first center dedicated exclusively to behavioral science and design for the environment. The diverse team of world-class behavioral and social scientists, designers, and trainers supports Rare and partners to design and deliver people-centered solutions to our most urgent environmental challenges like climate change, overfishing, unsustainable land use, food and plastic waste, and biodiversity loss.


Helping environmental changemakers learn how to design people-centered solutions

Partnering with academics and practitioners, the BE.Center creates field-based learning opportunities to bring behavioral science to the forefront of conservation.

Behavior.Rare.Org: A growing online community
Behavior-Centered Design: A framework for impact
Campaigning for Conservation: Trainings in the field
Virtual Trainings: Interactive and hands-on

Showcasing people-centered solutions to environmental challenges

Rare’s behavior-centered design (BCD) approach blends insights from behavioral science and design thinking to build breakthrough solutions to environmental challenges

BE.Hive: An interactive summit
Solution Search: A global contest
Behavior Beat: The BE.Center’s monthly newsletter

Connecting behavioral and social science to environmental priorities

Translating behavioral science research and partnering with academics and researchers to create field-based learning opportunities, assessment and evaluation metrics, and experiments to test effective behavioral design.

Theory of Cooperative Behavior Adoption
Bringing the science of human behavior to environmental challenges

Delivering advisory and design services

Partnering with NGOs, businesses, and philanthropic institutions to design better behavioral solutions. Selected partners include:

conservation international logo.           Switch Asia Grants Programme logo.                wwf logo.


Practice Areas

BE.Center practice area icons.


Rare’s Center for Behavior & the Environment Advisory Council

Adam Grant
Professor of Management and Psychology – Wharton Business School, University of Pennsylvania
Aileen Lee
Chief Program Officer, Environmental Conservation - Gordon and Betty Moore Foundation
Alleyne Regis
Behavior Change Communications Specialist Castries, St. Lucia
Cass Sunstein
Robert Walmsley University Professor - Harvard Law School
Christopher Graves
President & Founder - The Ogilvy Center for Behavioral Science
David Rand
Co-Director, Applied Cooperation Team and Associate Professor of Management Science and Brain and Cognitive Sciences - MIT
Elke Weber
Gerhard R. Andlinger Professor in Energy and the Environment and Professor of Psychology and Public Affairs - Princeton University
Erez Yoeli
Co-Director, Applied Cooperation Team and Research Scientist - MIT
Georgia Pessoa
Head of Environment - Roberto Marinho Foundation
Juan Camilo Cárdenas
Associate Professor, Department of Economics – Universidad de los Andes
Kent Messer
Co-Director, Center for Behavioral & Experimental Agri-Environmental Research and Unidel Howard Cosgrove Chair for the Environment - University of Delaware
Lucia Reisch
Professor, Department of Management, Society and Communication – Copenhagen Business School
Pamela Matson
Professor in Environmental Studies and Senior Fellow at the Woods Institute - Stanford University
Rob Heinrich
Clinical Psychologist and Trustee - The Harold M. and Adeline S. Morrison Family Foundation
Roberta Katz
Senior Research Scholar, Center for Advanced Study in the Behavioral Sciences - Stanford University
Rocky Sanchez Tirona
Managing Director, Fish Forever
Sarah Stein Greenberg
Executive Director of the Hasso Plattner Institute of Design (the - Stanford University
Steve Gaines
Dean, Bren School of Environmental Science & Management - UC Santa Barbara
Changua Wu
Office of Jeremy Rifkin; Governing Council of Asia Pacific Water Forum; World Green Design Organization

The Behavior Beat

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Behavioral problems need behavioral solutions.

With your support, we can help individuals adopt sustainable practices for people and nature.

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Rare CEO Brett Jenks speaking on stage at BE.Hive 2019.