The Sustainable Brain

We are very excited to be able to contribute mechanistic, cognitive neuroscience, research in the following project aiming to understand how individuals and communities can best engage with a circular, sustainable economy of textiles, garments and fashion that promotes wellbeing instead of mindless consumerism and self-objectification.

We will explore traditional and novel theories of psychological motivation, and design experiments to test how increasing consumer agency and playful, exploratory opportunities during design, as well as social, embodied multisensory interactions with materials and garments can alter consumer’s decisions and behaviours. In interdisciplinary studies with our colleagues, we are aiming to ultimately change the role of people in garment use so that they are culturally transformed from being mere ‘consumers’ to ‘actors’ in a sustainable cycle.

Conspicuous consumption has been fuelled by a market designed to exploit the human need for immediate satisfaction, novelty, and status building. The novel culture we aim to create will instead fulfill the more sustainable needs of (1) meaningful, co-creative engagement with the physical world of materials; (2) active, agentic exploration of physical possibilities and sensory experiences and (3) finally social participation in a shared, multisensory narrative with continuity and historicity.

Center and Scope of the Call

The UK Research and Innovation (UKRI) interdisciplinary circular economy centers will help to move the UK towards a circular economy. The aim is to:

use fewer resources
reuse and recover products and materials instead of disposing of them after use.

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Moving to a circular economy will provide significant benefits by:

reducing waste
lowering the environmental impact of production and consumption in the UK and abroad
creating opportunities for new UK industries.

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**UCL is co-leading the Consumer Experience Research Strand**

The Consumer Experience Research Strand will establish a coupling between the resource flow and human wellbeing by building a Product Cultures Lab and a Circular CX Framework with which to design CXs that engage people in interactive, meaningful, co-creative and sustainable cultures around products, transforming their role from ‘consumers’ to ‘active co-creators’ in a sustainable product cycle.