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Khushi’s Knowledge Transfer Partnership with the University of Bath
Back in 2023, Khushi, K2’s Sustainability Research and Behavioural Insights Associate, undertook a 25-month project to research behavioural interventions and encourage more sustainable choices within the global mobility industry’s value chain.
Khushi came into the project as a behavioural scientist with an MSc in Behavioural Science from the London School of Economics and Political Science, embedded herself within K2, whilst maintaining a strong link to the University of Bath. The project steering group was a multidisciplinary team bringing together academic researchers Prof Brian Squire and Dr Iina Ikonen (University of Bath) with senior industry leaders at K2, including Linda Rafferty, Global Head of ESG and Compliance, and Phil Hunt, Board Member, Managing Director of K2 Americas, and Head of Supply Chain.
The project aimed toimprove engagement with sustainability initiatives across K2’s supply chain, byresearching how best to encourage service providers/partners to commit tosustainability reporting and utilise a new digital ‘Partner Platform’. Through structured,mixed-method research, behavioural insights were developed and directlyembedded into our partner communications. The project’s results demonstratedthat small, low-cost changes to messaging can significantly increase partnerengagement- by 85% - and accelerate response times. Importantly, these outcomeswere achieved without financial incentives, structural redesign, or policyenforcement; thus, demonstrating the power of behaviourally informedcommunication in complex B2B environments.
The project was dividedinto three phases:
· Phase 1: Diagnostics and mapping(2023-2024)
· Phase 2: Cross-cultural onlineexperiments (2024-2025)
· Phase 3: A real-world field experiment (2025)
Alongside measurable behavioural impact, the project created a lasting behavioural science capability within K2, and strengthened our sustainability positioning. It also generated peer-reviewed academic outputs which Khushi presented at international conferences, including the World Conference on Psychology and Behavioural Science, the International Behavioural Public Policy Conference, and Behave 2025 the European Conference on Behaviour and Energy Efficiency, alongside industry roundtables and strategic dissemination. By applying cross-cultural behavioural research to sustainability challenges within a global mobility supply chain, this project establishes a first-of-its-kind evidence base for the industry.
Tools and training developed during the project are now embedded across K2, and the findings demonstrate to the wider industry that behavioural interventions can unlock sustainability engagement even in complex, commercially sensitive B2B environments.
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If you have any questions about Khushi’s research, or about ESG and sustainability at K2 generally, we would be delighted to answer them for you. Please don’t hesitate to reach out to us at marketing@k2corporatemobility.com.
