When discussing sustainability, the conversation often centres on technologies, targets, and policies. New tools promise efficiency, and new regulations aim to guide change. Yet, one essential element is sometimes overlooked: people. Real transformation in agriculture and forestry does not happen overnight, and it rarely happens by decree. It happens gradually, through everyday decisions, habits, and experiences.
This is one of the key lessons emerging from PRUDENT’s work in 2025. Behavioural change takes time. Farmers and foresters operate in complex environments shaped by weather, markets, traditions, community norms, and policy frameworks. Their choices are not made in isolation, nor are they driven solely by economic incentives. Risk, trust, workload, and long-term uncertainty all play a role.
PRUDENT was designed with this reality in mind. Instead of assuming that information or financial support alone will lead to change, the project explores how small, well-designed behavioural cues, known as green nudges, can support more sustainable decisions. These nudges do not force behaviour. Rather, they aim to make sustainable choices clearer, easier, and more compatible with existing practices.
Throughout 2025, PRUDENT focused on understanding the decision-making processes behind agricultural and forestry practices across different European contexts. This involved examining closely how farmers and foresters perceive sustainability, how policies are implemented on the ground, and how social and environmental factors intersect in daily work. One recurring insight has been that change is rarely linear. Progress often comes in steps, pauses, and adjustments.
Another important reflection from this year is the role of trust and relevance. Behavioural approaches only work when they respect local knowledge and acknowledge real-world constraints. Sustainability cannot be imposed from the outside. It must be co-developed with the people who manage land and forests every day. PRUDENT’s emphasis on testing nudges in real-life settings reflects this understanding.
Looking back at 2025, PRUDENT is still in a learning phase. The project is building the foundations for future impact by listening, testing, and refining approaches rather than rushing to conclusions. This patient, evidence-based approach is essential if behavioural change is to be durable rather than temporary.
As PRUDENT moves forward, the focus remains on long-term transformation. Sustainable agriculture and forestry are not achieved through quick fixes, but through steady, supported change that aligns environmental goals with human behaviour. The journey may be gradual, but it is this pace that makes change meaningful and lasting.
