Case Study: World Wildlife Fund reduces food waste with Ziba's behavior-change messaging toolkit

World Wildlife Fund distributes food-waste toolkit to hundreds of tourism operators with Ziba

The World Wildlife Fund (WWF) faced the challenge of reducing the immense food waste generated by resorts, hotels, and cruise ships. They partnered with the design firm Ziba to develop a new approach that would shift guest behaviors away from wasting food, requiring a solution grounded in customer research rather than simple lecturing.

Ziba developed a customizable messaging toolkit based on principles of behavior change. The solution used positive messaging that celebrates guest actions and integrates into various points of the guest experience. This toolkit was distributed to hundreds of major tourism operators worldwide, successfully shifting the behaviors of thousands of guests and reducing environmental impact.

World Wildlife Fund