Theme: Value Creators of Tomorrow · UWS Ayr Campus · Autumn 2026

Businesses are under increasing pressure to reduce environmental impact, but customers do not always choose an option simply because it is described as sustainable. Sometimes the greener choice costs more, feels less convenient or is communicated in ways that ask people to sacrifice.

What if the sustainable option was simply the better experience?

This project explores how design, behaviour, storytelling, technology and business innovation could make lower-impact choices more attractive without relying on guilt. The team could investigate hospitality, tourism, events, food and drink, transport or consumer experiences and identify moments where sustainable behaviour could become easier, more enjoyable or more desirable.

The aim is to move beyond awareness campaigns and develop something people would actually want to use.

The outcome could be a service, behavioural intervention, experience, digital prototype, business model or communications concept.

If you are interested in sustainability, business, psychology, design, hospitality, tourism, film or technology, this project is for you!

Related tags: #sustainability #behaviour #hospitality #tourism #service design