Societal transitions are inherently comprised of wicked problems, requiring new systemic problem-solving approaches. Framing lies at the core of problem- solving, as it connects a specific problem to a promising solution space. In our study we look at reframing in the context of societal transitions, which is the practice of developing an original frame, to open up new routes for transformative design interventions. Based on literature from the fields of design and transitions, we have developed a theoretical model of a ‘Transition Design Frame’ (or TD frame), which can serve as a foundational stepping stone in the process of designing interventions to foster societal transitions. The TD frame model proposes four components that marry societal problems with behavioural solutions: 1) a societal issue, 2) a transition strategy, 3) a systemic lever and 4) a behaviour change mechanism. Through workshops with experts from three innovation agencies in the Netherlands we evaluate our model by applying it to their existing transition design cases, each addressing a different societal transition, and assess how the model can best support their reframing practice. This report presents work in progress (WiP), as we are currently collecting the data for our study with the agencies. At RSD12 we expect to be able share the results of the study and discuss their implications for both research and practice.@en

Excessive animal protein consumption has led to calls for a plant-based protein transition. Plant-based diets can be fostered by design interventions, yet their effect on dietary choices depends on the framing that is chosen. The aim of this study was to understand which transition design frames (TD frames) are prevalent in existing consumer interventions in the Netherlands, to help transcend the dominant substitution pathway with alternative strategies for intervention. We explore framing through the lens of design, examining human-made interventions in a transition context, to complement the discursive lens that is common in transitions literature. Based on 62 existing consumer interventions and eight expert interviews, we identified eight TD frames. We find that market regulation and cultural interventions are strategic avenues to pursue. Reframing opportunities involve inclusivity, system breakdown and integrating multiple frames into single interventions. We observed that a design lens helped elucidate frame types that have not previously been identified in transitions literature.

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Pressing societal challenges such as climate change, biodiversity loss, increased concerns for
animal welfare, and public health, have been linked to the amount of animal proteins in our diets. These complex issues have led to the call for a ‘plant-based protein transition’, implying a shift away from animal proteins towards plant-based proteins. This paper presents opportunities for design to foster the protein transition, building on two preceding studies – one involving four scenarios for the Dutch protein transition for the year 2035, and one presenting eight ‘transition design frames’ which each foster the transition in a distinct way. A transition design frame (or TD frame) is understood as a strategy for intervention, which proposes a solution direction for a societal issue. For instance, a TD frame could involve the mimicking of meat and dairy products (solution direction) to help consumers eat more sustainably without having to change their eating practices (societal issue). Designers embody their chosen framing in concrete products, services and other (behavioral) interventions. We summarize the two studies in this paper and continue by mapping the frames onto the scenarios. The mapping revealed that the scenarios provide directionality for the frames. We also find that designers can play a crucial role in fostering scenarios beyond ecomodernism. In every scenario, the TD frames can be tailored to actors other than consumers as well. Two opportunities for new TD frames emerged, one supporting people in letting go in transitions, and one helping people embrace new types of food and eating experiences. We warmly invite researchers and practitioners to experiment with the findings from this paper.@en

Many of our daily behaviours, e.g., our choice for transportation and our consumption behaviours, need to change in the light of the pressing sustainability issues we are facing. Yet, while many people value the environment, they do not always engage in the behaviours that are in line with these values, representing the so-called ‘value-action gap’. This paper argues that the value-action gap can to a large extent be explained by a choice architecture which promotes unsustainable behaviours. Therefore, we present a redesign of choice architecture in the context of meat consumption, to stimulate people to act in line with their values. Our experimental study shows that such a redesign leads to a significant increase in sustainable behaviour, without conflicting with people's values. This opens the discussion on how we design the architecture for such choices and adds granularity to the moral debate about nudging.

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