The fact that it has become trendy to think climate smart is clear in many large companies. Looking closely, news is coming up about climate-friendly projects. And the fun giant Liseberg is hooking on.

By 2025, the company wants to be a world leader in sustainable park operations. And this summer Liseberg implemented a pilot project together with the behavioral agency Beteendelabbet to increase guests' interest in vegetarian alternatives at Café Taube.

- At this restaurant most of the decisions about the dish made well at the checkout. There it was a hurry to decide and many guests unconsciously choose what they recognize and first look at the menu which in this case was an alternative with meat. Here we saw great potential to work with nudging; to make it easier for guests to choose more sustainable meals, ”says Kajsa Lindström at Beteendelabbet.

Want to help 3 million visitors to sustainable choices

In order to get more guests to choose vegetarian, the nudge tools were used "change the location" and "frame the information". This means clarifying the desirable behavior and making it easy to choose the right one. The vegetarian dishes were placed at the top of the menu, and two vegetarian dishes were paid extra attention in the communication and menus where previously only meat dishes were seen.

In this way, the courts were given a new framework and a new placement which made it easier for more people to choose them. Sales of vegetarian dishes increased by 76 percent.

- Liseberg has just over three million guests a year and we can help them make more sustainable choices when they visit us, we get good leverage in the sustainability work. Here, nudging is a very interesting tool and the results from the pilot study show that even small changes can make a big difference, says Ylva Linder, sustainability manager Liseberg.

Now Liseberg wants to look at the possibilities of implementing similar tools in other parts of the business.