MAIA-I-CHANGE joint Policy Roundtable and Workshop report “Behavioural Change and Civil Society Knowledge in the European Sustainable Transition”

As Europe accelerates its efforts to address the climate crisis, two Horizon Europe-funded projects—MAIA and I-CHANGE—joined forces to host the MAIA 5th Policy Roundtable on Behavioural Change and Civil Society Knowledge in the European Sustainable Transition.

Held in Brussels and livestreamed online, the event gathered researchers, policymakers, civil society organisations and EU project representatives to explore how behavioural change and citizen engagement can play a transformative role in shaping a resilient, sustainable Europe.

The roundtable was a space for bold thinking. Participants challenged conventional top-down approaches, calling instead for inclusive, participatory models that put citizens at the heart of the EU’s green transition. The event aimed to bridge the gap between research and policy by integrating insights from behavioural science, community action, and democratic renewal, aligning closely with the European Green Deal and the EU Mission on Adaptation to Climate Change.

A Shift in thinking: From incentives to co-creation

Opening remarks by Niels Tjelle Holm from Democracy X set the tone for the discussion: “The future isn’t what it used to be,” he noted, stressing that meaningful change must involve more than policy—it must also reshape democratic culture and empower citizens.

This theme was echoed in a powerful keynote by Theresa Scavenius, Member of the Danish Parliament, who argued that democratic systems must move beyond formal rights and consultations to enable real influence and shared responsibility. “We need more than elections—we need structural power for citizens,” she said, highlighting how technocratic governance and limited transparency are failing to deliver climate justice.

Insights from the frontlines of behavioural change

Panelists—including Kamelia Georgieva (BehaviorSMART), Ami Crowther (Anglia Ruskin University), and Claude Garcia (Berner Fachhochschule)—shared practical frameworks and examples from across Europe. They stressed that behavioural change is not linear, and that community-led innovation, trust-building, and iterative learning are essential for impact.

New concepts such as Social Readiness Levels, radical inclusivity, and proportionate universalism emerged as valuable tools for designing citizen-centred approaches that are both scalable and deeply rooted in local realities. Speakers also underlined the importance of cultural narratives and mental models, noting that the stories societies tell themselves are often as influential as laws or incentives in shaping change.

Empowering communities, reshaping systems

In a highly interactive session, participants engaged with ideas around empowerment, participatory democracy, and systemic change across sectors such as health, energy, and food. Discussions revealed a shared belief that real transformation can only occur when communities are given the agency and support to design and implement solutions tailored to their needs.

From strategy games simulating decision-making processes to community science initiatives using environmental sensors, the roundtable showcased innovative approaches to activating civil society in the sustainability transition.

Key takeaways for EU policy and practice

The roundtable closed with five central messages:

• Democracy needs deep renewal – Citizens must become co-creators of climate solutions, not passive stakeholders.
  
• From technocracy to transparency – Open, accountable governance is vital for trust and legitimacy.
  
• Behavioural change must be co-created – Policy must reflect lived realities and engage people from the start.
  
• Empowered communities are agents of change – Power and responsibility must be shared.
  
• Narratives shape possibility – Changing behaviour means changing the stories we live by.

Find out more in the full event report.  

Watch the event recording.