Neftaly Integrating Circular Economy with Neuroscience Consulting
This consulting framework melds the principles of the circular economy with neuroscience-based insights to drive sustainable behavioural change, innovation, and system transformation. It leverages neuroscience — cognitive biases, emotional triggers, decision-making mechanisms, and neuroeconomics — to design interventions that encourage resource efficiency, reuse, recycling, and regenerative product design. Neftaly’s approach uses evidence-based tools such as nudging, affective neuroscience, and behavioural modeling to influence consumer behaviour, stakeholder engagement, and organizational culture toward circularity. By integrating neuroscience in policy design, marketing, product and service development, and organizational change, this model aims to reduce waste, optimize material life cycles, and ensure that sustainable choices become instinctive, engaging, and deeply rooted in systems and habits.
Supporting evidence & references:
- Neuroscience can help reveal how consumers make decisions, including the effect of cognitive biases like the status quo bias, which often hinders adoption of circular economy behaviors. Intesa Sanpaolo Innovation Center
- Techniques such as nudging and affective neuroscience (emotional framing, storytelling) have been shown to improve engagement in circular production and consumption models. Intesa Sanpaolo Innovation Center
- Behavioural neuroscience and neuroeconomics offer tools to understand and predict behaviour change, important to design circular strategies that resonate with people and lead to more consistent sustainable behaviour. Intesa Sanpaolo Innovation Center+1
