Guest Blog: Universities and Behaviour Change

Universities and behaviour change

Our October guest blog has been written by Anika Kovalická, exploring why universities are central to creating lasting behaviour change. She is a Nottingham Trent University student studying Global Studies and International Relations.

Universities and Behaviour Change

Attending the School Strike for Climate protests raised a question – “why, suddenly are all these kids are out there in the streets, shouting?” I was asked this question multiple times by older generations in my family and the only response I could give them was, “we are fighting for our future, what else can we do?”

Governments are suddenly starting to listen to science; media are representing climate change as the crisis that it is; people are starting to educate themselves about the behavior changes required – and it’s about time.

Education and Climate

Our individual willingness and efforts won’t do much if they are not supported by the places where we spend the most time – our schools and universities.  I’m passionate about environment, sustainability and raising behavior change awareness about climate crisis. That’s one of the reasons why I’m proud to be a student of Nottingham Trent University, one of the most sustainable universities in the world.

I applaud the whole idea of Green Rewards at NTU. It’s a great way to motivate more people to try living more ecologically and contribute to the normalisation of a sustainable life.

Lasting Behavior Change

I think that lasting behavior change is exactly what we need. Not only should our homes be green and sustainable environments, but our schools and workplaces too. We need to normalise the idea of recycling and refusing single use plastics, so that by the time us young people go into the ‘real world’, we are used to living that way. Universities are great places to start this process.

Green Rewards at NTU

This is the first year that Green Rewards has been available to both NTU staff and students. Since its launch, their bespoke programme has inspired 23,000 positive actions for sustainability and wellbeing. Read the full Edie article to find out more about how they achieved this. NTU is hoping to build on its position as one of the ‘greenest’ universities in the UK after coming 3rd in the highly regarded People & Planet University Green League.

Learn More

To find out more about how Jump engages staff and students across the higher education sector, take a look at our case studies and request a demo.

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Bethany Fruen

Head of Communications

Bethany Fruen

Since joining Jump fresh out of university back in 2013 I’ve seen many changes in the way we communicate – both as a company and more widely within the sustainability industry. The current shift of sustainability to the mainstream is accelerating at a pace and it’s exciting to be part of this step change.  The insight I get from individual participants in our client programmes is invaluable as it helps me figure out the best way to get our messages across.

My team and I use digital communications to recognise individual and team success, providing information in a fun, meaningful way that encourages people to take action. It’s about creating a feedback loop where people see that their actions are having an impact and this is very powerful in creating positive change within an organisation.


Graham Simmonds

Chief Executive

Graham Simmonds

As CEO of Jump I lead a talented team of professionals committed to sustainability and wellness.  For much of my 35 year career I’ve been immersed in environmental issues, particularly how to engage people in practical action.  Previously I built Trees for Cities from start-up to a global, award-winning charity as its founding chief executive, and I loved developing new initiatives such as The Edible Playground and the Million Trees Campaign.  

In 2011 I set up Jump as I felt organisations large and small want to motivate action amongst their people around wellbeing and the planet, and a professional team dedicated to this purpose would help them accelerate their journey.  I’m also proud to chair the Reward Gateway Foundation which supports organisations and projects that address inequality and disadvantage, with the ultimate mission of making the world a better, fairer, safer and more equal place to work.