OUR WORK

Big Life Changes

Mainstreaming sustainable living during life milestones.

PROJECT LEAD

OneEarth Living
Hot or Cool

PARTNERS

MakeWay

What if we harnessed Big Life Changes to rapidly advance sustainable living – from the ways we eat, to the ways we travel, live, work, consume and play?

Our modern lifestyles have brought countless benefits, but also drive ecological collapse and fuel social tensions. Yet, the UN IPCC emphasizes that changing our ways of living and behaviours offers one of our greatest hopes – a phenomenal 70% reduction in greenhouse gas emissions with support.

And people are ready! Two in three are prepared to halve their consumption to help save the planet (Globescan 2022). But we are stuck. Our habits and behaviour are resistant to change. We need governments, businesses and communities to make sustainable living easy, affordable, accessible and attractive.

What if there was a proven approach that shifts all aspects of our everyday lives – from how we get around to where we live? There is! Big Life Changes, when our lives are in flux.

Our aim is to make sustainable living the default during these pivotal changes, providing the tools and support to seamlessly enable sustainable living.

We all experience different milestones: graduating, moving home, getting married, becoming a parent, health crises, immigration, retiring. These changes are deeply personal. They are universal and yet culturally diverse.

By providing targeted support and resources during Big Life Changes, we help individuals live everyday lives that are good for them and the planet. Let’s transform every major life change into a step towards more sustainable ways of living.

Five reasons why Big Life Changes are big

opportunities for sustainable living:

1. We are open to change

Habits are shaken up and contexts shift during Big Life Changes. These are moments of stress and vulnerability. People also tend to be more open, curious and interested in receiving support. Old routines, relationships, roles and even identities are disrupted, making it an effective opportunity to introduce new, greener practices – such as adopting plant-rich diets, using low-carbon transport, saving energy and reducing “stuff.”

1. We are open to change

2. We share collective experiences

Big life changes often lead us into new social contexts. We join a group of, for example, students, parents, retirees, immigrants. People actively seek advice and support from their peers. They have “linked lives” to others in their families and their communities. These groups influence what sustainable practices we adopt, what we see as “normal” and how we shape our identities.

2. We share collective experiences

3. We need structural support

As we navigate significant life changes, the support structures around us – from governmental bodies to businesses to local communities – play a critical role in promoting and facilitating sustainable living practices.

3. We need structural support

4. We shape culture

Our life milestones are also cultural moments when people are shaping their narratives and identifying wants, needs, aspirations. We can shape our cultural norms around sustainable living.

4. We shape culture

Our life milestones are also cultural moments when people are shaping their narratives and identifying wants, needs, aspirations. We can shape our cultural norms around sustainable living.

5. We have a big impact together

Millions of people go through milestones. For example:

- 760 million people reached retirement age in 2021. Source: United Nations
- 281 million international migrants in the world in 2020. Source: World Migration Report
- 256 million students enrolled in universities in 2024. Source: UNESCO

5. We have a big impact together

Millions of people go through milestones. For example:

- 760 million people reached retirement age in 2021. Source: United Nations
- 281 million international migrants in the world in 2020. Source: World Migration Report
- 256 million students enrolled in universities in 2024. Source: UNESCO

How can Big Life Changes catalyze sustainable living?

- Becoming a parent often connects people with groups that prioritize eco-friendly habits, fostering a community of sustainability from the start.
- Moving to an area with robust public transport, accessible recycling options and local organic markets simplifies the adoption of green practices.
- Starting university can profoundly influence students, exposing them to new ideas and peers that encourage a reevaluation of their values and daily routines.
- Entering the empty nest phase may alter consumption patterns, reducing the need for large-scale household tasks and enabling more environmentally conscious choices.
- Retirement frequently leads to downsizing possessions, relying less on personal vehicles, and adopting a lower-meat diet, all of which contribute to a sustainable lifestyle.

Big Life Changes: Interventions and Opportunities

Moving

A study of 800 households showed that people who moved within the last three months were more likely to engage in environmentally friendly behaviours after the intervention than those who did not move (Verplanken and Roy 2016).

An experiment in Copenhagen, Denmark found that offering a one-month transport pass to people who had recently relocated resulted in them reducing their car use (Thøgersen 2012).

Moving

An experiment in Copenhagen, Denmark found that offering a one-month transport pass to people who had recently relocated resulted in them reducing their car use (Thøgersen 2012).

Weddings and Gift-Giving

As an alternative to high-cost, high-consumption weddings, graduations, and other celebrations, the online registry SoKind offers a unique platform that makes it easy for people to give and receive homemade gifts, charitable donations, secondhand goods, experiences and presents of time and skill. With the motto “more fun and less stuff,” the registry is helping people find new, more sustainable ways to celebrate and share their Big Life Changes.

Weddings and Gift-Giving

These pivotal moments offer perfect opportunities to integrate sustainability into our lives – let’s embrace them!

Join us and an unparalleled coalition of partners from around the world. Let’s engage allies from Indigenous leaders to business owners, from career counselors to wedding planners.

We aim to inspire and enable millions of people during their Big Life Changes to establish new social norms, dramatically reducing carbon emissions and ecological footprints, while creating a fairer, more nurturing set of global lifestyles.