Policies are powerful tools. They set the direction for how our land is managed, how food is produced, and how natural resources are protected. Yet, beyond the official frameworks and funding schemes, policies also shape how farmers and foresters think, decide, and act in their daily work.
Across Europe, land managers are being asked to adopt practices that are more sustainable, resilient, and climate-friendly. They are key actors in achieving the goals of the European Green Deal and the Common Agricultural Policy (CAP). However, between ambition and implementation lies a critical space, the space of human decision-making. Even the best-designed policy can fall short if it doesn’t take into account how people actually make choices.
This is where behavioural insights come into play. OurHorizon Europe project PRUDENT (Promoting Green Nudging for Sustainable Agriculture and Forestry) explores how small, evidence-based behavioural interventions, known as green nudges, can complement traditional policy tools. These nudges aim to make sustainable practices easier, more rewarding, and better aligned with real-world conditions.
Our latest policy analysis shows that while European policies provide a strong framework for sustainability, challenges remain. Farmers and foresters face administrative complexity, unclear procedures, and a lack of trust or support. Economic uncertainties and generational divides further influence whether sustainable practices are adopted. The result is a gap between policy objectives and what happens on the ground.
To bridge this gap, policy needs to be simpler, more adaptive, and more human-centred. PRUDENT recommends reducing bureaucracy and improving communication so that sustainable choices become the default, not the exception. Strengthening advisory services and peer learning networks can build confidence and create shared understanding, while economic incentives can make sustainability profitable and practical.
Embedding behavioural insights into policy design can transform how change happens. Simple adjustments such as providing timely reminders, setting eco-friendly defaults, or offering comparative feedback can guide decisions without limiting freedom. Encouraging cooperation and community-level approaches can amplify the impact, making sustainability a shared effort rather than an individual challenge.
Finally, policy processes themselves must evolve. They should be more adaptive, inclusive, and grounded in continuous engagement with stakeholders. Farmers and foresters should be part of designing, testing, and refining policies that affect them.
Europe’s transition to sustainable agriculture and forestry is at a crucial turning point. The direction is clear, but the journey depends on how policies connect with people. By combining empowerment with subtle behavioural nudges, policymakers can unlock the motivation and innovation already present in rural communities.
This is the vision of PRUDENT, a future where sustainability is not imposed but enabled, where policies empower those who work the land to make choices that are good for their livelihoods, their communities, and the planet.