Rasi Consulting Participates in KAUST Behavioral Change Policy Forum

We were honored to have Atifa Saifan, Director of Sustainability & Circularity Consulting at Rasi, participate in the Behavioral Change Policy Forum at KAUST (King Abdullah University of Science and Technology), where she delivered an in-depth discussion on the challenges and opportunities in changing waste management behavior in the Kingdom.

Key Insights from the Forum

The forum emphasized a critical perspective on behavioral change:

Behavioral change is not a mere awareness campaign… it is the result of a properly designed system.

When policies are integrated, complexity is reduced, and behavior is understood within its cultural context, change becomes possible and effective.

Rasi’s Approach to Sustainable Transformation

This philosophy aligns perfectly with the core of our work at Rasi Consulting:

• Designing Solutions & Strategies that transform barriers into enablers
• Building Systems that support sustainability and circular economy in Saudi Arabia
• Cultural Integration ensuring solutions resonate with local context
• Evidence-Based Implementation moving from awareness to action

From Awareness to Action

The forum’s discussion highlighted the importance of moving beyond traditional awareness campaigns to systemic change. By understanding the cultural, social, and economic factors that influence behavior, we can design interventions that create lasting impact.

At Rasi, we apply this systems-thinking approach to help Saudi organizations:

• Redesign waste management systems for behavioral ease
• Integrate circular economy principles into operations
• Develop policies that make sustainable choices the default option
• Measure and track behavioral change outcomes

Leading the National Dialogue

We are proud of Atifa’s participation and of being part of the national dialogue that drives transformation from awareness to action. This collaboration with KAUST and other leading institutions reinforces our commitment to advancing sustainability in the Kingdom.

About KAUST Behavioral Change Policy Forum
The forum brings together researchers, policymakers, and practitioners to explore evidence-based approaches to behavioral change in support of Saudi Arabia’s sustainability goals and Vision 2030 objectives.