Culture inspired innovation: Brazil

As we have established, understanding the behaviours of consumers in different contexts is key to promoting more sustainable behaviours. Recent research in Brazil, the UK and India showed a huge variety in behaviours from simple household changes. One of the major differences between the UK, Brazil and India is the adoption of either vertical axis or horizontal axis washing machines. Putting aside, for the time being, the varying technological efficiencies of the two types of machines, the simple change in machine technology has significant impacts on user behaviours. read more