Case Study: Behaviour Change Cornwall, UK

A deep dive into Behaviour Change Cornwall, and their unique recipe to success

Who are Behaviour Change Cornwall?

Behaviour Change Cornwall is dedicated to tackling the environmental crisis caused by ocean plastic and ghost fishing nets. They recover ocean plastic and recycle it into unique products, ensuring it never re-enters the sea. Each purchase supports their mission, creating a cycle of positive change. By partnering with customers, businesses, and charities, they promote transparency and traceability in plastic recovery, transforming waste into valuable items. Their work not only cleans the seas but also fosters lasting environmental change through collaboration and education.

For more information, visit Behaviour Change Cornwall Website. Instagram, and Tiktok

Product Range

  • sustainable-design-studio-product

    Bead Necklace

  • Colorful necklace with three large beads in yellow, blue, and pink on strings, against a white background, with text 'LOOE - FOWEY - BUDE II' beneath.

    Beads Necklace

  • Pair of silver hoop earrings with yellow square beads, positioned against a white background with the text 'Looe Bay - Sun Yellow Rope' underneath.

    Bead Earrings

  • Blue scallop-shaped shell pendant necklace on a silver chain.

    Scallop Shell Necklace

  • Blue earrings shaped like interlinked triquetra symbols on a white background.

    Trinity Earrings

What Makes Behaviour Change Cornwall So Successful?

There are many factors that lead to a successful recycling business. However, let us break down a few of the reasons we think Behaviour Change Cornwall is doing so well.

Small Easy Products

Behaviour Change Cornwall focuses on small simple products with high resale value. Small items are easier to create and very universal. This means the team can focus on doing what they do best, cleaning beaches and converting a small percentage into items to raise funds for their mission.

Price Equals Clear Action

In every product, they mention exactly where the funds from the customers’ purchase go. eg. 50% goes to clean ups, 50% goes into recycling more, etc.

Clear Mission

Behaviour Change Cornwall’s mission is to clean up the ocean plastics collected locally. Their products reflect this, by connecting the item and colour with the source material and location collected. Eg. St Agnes - Ghost Fishing Gear. Very clever!

A Bead with 1000 Uses

When Behaviour Change Cornwall started they started with just the bead mould. This simple and universal product allowed them to communicate the message and learn the process by simply adding the bead to multiple different products, from necklaces to bracelets. The combinations were endless.

Simple and Well Designed Products

All their products are unique designs to them. Behaviour Change focused on developing products that no one else had right from the start. Although this process was a little bit more expensive than selecting standard designs, it led to stronger sales, a higher quality product and a unique selling point.

Well Packaged Products

Although the items are made from plastic waste, they are beautiful, high-value items. As a result, they need high quality, sustainable packaging. They master this by creating a premium packaging experience that is on par with the rest of the brand.

Sustainable Design Studio Supplied

  • sustainable-design-studio-product

    Shredder Basic

  • A yellow and black mechanical device with various levers and a small screen, set against a green background.

    Arbour Injection Machine

  • A gray mechanical component with multiple circular holes and a circular track, placed on a green surface.

    Bead Mould

  • Metallic mechanical component with multiple cutouts and screw holes on a green background.

    Custom Moulds

  • Person typing on a laptop keyboard with a blurred office or workspace background.

    Consultancy & Support

Let’s Hear Directly From Behaviour Change Cornwall

Below is a video pulled from Behaviour Change Cornwall’s YouTube channel. Take a moment to watch Sam’s video and maybe even give him a like and subscribe for being such an inspirational recycler!

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