Sustainability Intelligence Engine

Everything you need to
measure, change, and prove
your impact

Whether you're an individual building sustainable habits or an organisation turning behaviour data into ESG intelligence — the Sustainability Intelligence Engine has a complete feature set for you.

How it works

From first login to verified impact

Five steps. Fifteen minutes to start. A lifetime of measurable progress.

Get your personalised action plan

Within seconds of completing your assessment, the behaviour architecture engine generates a ranked action plan built around your specific barriers — not generic sustainability tips.

app.utterrubbish.com · Sustainability Intelligence Engine

Your personalised plan

Ranked by impact × likelihood

Check recycling labels before binning

Low effort

+4.2 pts

Cycle or walk for journeys under 2 miles

Medium effort

+6.8 pts

Try one plant-based meal per day

Low effort

+5.1 pts

Wash clothes at 30°C instead of 40°C

Very low

+2.9 pts

Next best action: Check recycling labels — takes 10 seconds, highest impact for your profile.

Behaviour Science

Why this works when other tools don't

Most sustainability tools fail because they treat behaviour change as an information problem. It isn't. It's a friction, identity, and habit problem — and we're built around that.

01

We reduce friction, not willpower

Most sustainability tools assume motivation is the problem. It isn't.

more likely to act when friction is removed vs. motivation increased

Behaviour science shows that the biggest predictor of whether someone acts isn't how much they care — it's how easy the action is. We map your specific friction points (time, cost, habit, infrastructure) and only recommend actions where your friction is lowest.

Generic tools give everyone the same tips. We give you the ones you'll actually do.

02

We work with identity, not against it

Telling people what they "should" do triggers psychological reactance.

68%of users who feel judged disengage within the first week

When people feel judged or lectured, they resist — even if they agree with the message. Our assessment is framed around understanding, not scoring. Your results describe your behaviour archetype, not your moral worth. This keeps people engaged rather than defensive.

Generic tools grade you. We profile you — and build from where you actually are.

03

We build habit loops, not one-off actions

A single action doesn't change behaviour. A loop does.

52×weekly touchpoints per year — compounding behaviour change

Every recommendation is designed around the cue–routine–reward loop. Weekly logging creates a ritual. Streaks create identity reinforcement. The adaptive plan engine detects when momentum drops and adjusts — so you never hit a wall and give up.

Generic tools celebrate one action. We build the loop that makes it stick.

04

We make progress visible and verifiable

Invisible progress is the silent killer of behaviour change.

2.4×higher retention when impact is quantified vs. qualitative feedback

When people can't see their impact, they assume it doesn't exist. Our impact dashboard translates every logged action into concrete numbers — CO₂ avoided, waste diverted, water saved. Verified credentials make that progress portable and credible beyond the platform.

Generic tools track activity. We translate activity into evidence.

How we compare

Generic sustainability apps

Same tips for everyone
Motivation-first approach
No barrier analysis
Activity tracking only
No institutional credibility

Sustainability Intelligence Engine

Personalised to your friction profile
Behaviour architecture — not lectures
Barrier-mapped recommendations
Verified impact evidence
ESG-aligned, board-ready output

“The platform tracks progress over time, providing measurable evidence of behaviour change and enabling organisations to move beyond reporting toward real environmental impact.”

Utter Rubbish · Behaviour Architecture Network

Who it's for

Built for everyone who needs behaviour change to be real

Whether you're an individual, a school, a university, or a corporate sustainability team — the platform adapts to your context.

Free forever

Conscious Individual

You care. Now make it count.

You already try to make sustainable choices — but you're not sure if they're adding up, or where to focus next. The platform gives you a clear baseline, a realistic plan, and a way to prove your progress over time.

The problem

Don't know where to start or what actually matters

Tried apps before but lost motivation after a week

Want to do more but time and cost feel like barriers

What you get

A personalised plan built around your actual life

Weekly check-ins that take under 5 minutes

Verified credentials to show your commitment

1 of 6 profiles

For Individuals

Your personal sustainability engine

The individual platform is built around one idea: instead of telling you what you should do, we figure out what you're most likely to actually change — and guide you there.

Start here

Baseline Assessment

Score yourself across 7 sustainability dimensions — Waste, Water, Energy, Travel, Food, Consumption, and Influence — in under 15 minutes.

Personalised

Personalised Action Plan

Our behaviour architecture engine analyses your unique profile and generates a realistic, prioritised roadmap — not generic tips.

Weekly Action Logger

Log what you actually did each week. The platform tracks momentum, streaks, and compound impact over time.

Impact Dashboard

See your CO₂ savings, waste diverted, water conserved, and influence score update in real time as you take action.

Verifiable

Evidence Portfolio

Build a verified, shareable record of your behaviour change — useful for grant applications, job applications, and B2B reporting.

UK-wide

Recycling & Waste Guide

Postcode-level bin day finder and recycling guide for 300+ UK councils — know exactly what goes where, every time.

Adaptive Plan Engine

Your plan evolves as you do. The engine detects plateaus, celebrates wins, and adjusts recommendations based on your logged progress.

Behavioural Insights

Understand the psychological loops driving your habits — and get targeted nudges to break barriers like time, cost, and convenience.

Shareable

Micro-Credentials & Accreditation

Earn verified micro-credentials as you hit milestones. Share them on LinkedIn or embed them in your professional profile.

Community Benchmarks

See how your progress compares to peers, sector averages, and national cohorts — without ever sharing personal data.

Next Best Action

Not sure what to do next? The engine surfaces the single highest-impact action available to you right now.

SDG & ESG Alignment

Every action you take is mapped to the UN Sustainable Development Goals and ESG frameworks — so your impact speaks the language of institutions.

Your journey

01

Assess

Complete the 15-min baseline across 7 dimensions

02

Plan

Receive your personalised action plan built around your behaviour profile

03

Act

Log weekly actions and track your real-world impact

04

Prove

Earn credentials and share your verified evidence portfolio

Free to join. Takes 15 minutes to start. No spam, ever.

Begin your assessment

Individual vs Organisation

See which features are available on each platform at a glance.

Feature
Individual
Organisation
Behaviour Assessment
Personalised Action Plan
Weekly Logging
Impact Dashboard
Recycling Guide
Micro-Credentials
Cohort Analytics
Barrier Intelligence
ESG Reporting
Team Challenges
Intervention Engine
Org Accreditation

Start as an Individual

Free to join. Complete your baseline assessment in 15 minutes and get a personalised action plan built around your actual habits and barriers.

Free forever
15-min assessment
Personalised action plan
Verified credentials
Begin your assessment

Set Up Your Organisation

Invite your team, run challenges, and get a real-time intelligence dashboard showing exactly where to focus your sustainability interventions.

Real-time cohort analytics
ESG-ready reporting
Intervention recommendations
Verified org accreditation
View organisation platform

FAQ

Common questions

Everything you need to know before getting started — from how the assessment works to data privacy and cost.

The baseline assessment takes 10–15 minutes to complete. It covers 7 dimensions — Waste, Water, Energy & Home, Travel, Food, Consumption, and Influence — with 6–10 questions per area. You can save your progress and return at any time, so there's no pressure to finish in one sitting.

No. The assessment is designed to understand your current habits and the barriers you face — not to judge you. Honest answers produce a more accurate behaviour profile, which means a more useful action plan. Inflating your answers only makes your recommendations less relevant.

Within seconds of finishing, the behaviour architecture engine generates your personalised action plan — a ranked list of actions calibrated to your specific friction points and behaviour profile. You'll also see your scores across all 7 dimensions, your behaviour archetype, and your first set of behavioural insights.

Yes. You can retake the assessment at any time from your dashboard. We recommend retaking it every 3–6 months to reflect genuine changes in your habits. Your previous scores are preserved in your history so you can track how your profile evolves over time.

The assessment covers: Waste (recycling, food waste, packaging), Water (consumption and conservation), Energy & Home (heating, appliances, renewable energy), Travel (commuting, flights, active travel), Food (diet, sourcing, waste), Consumption (purchasing habits, fast fashion, repair), and Influence (how you affect others' behaviour — colleagues, family, community).

Still have questions?

We're happy to talk through your specific situation — individual, school, or organisation.

Get in touch