What Tsuku Is All About
Tsuku is on a mission to spark a real shift towards sustainability — not by preaching or pushing, but by changing how people and organizations behave. The idea? A healthy world leads to a good life. It’s about more than just awareness; it’s about a perspective shift. The climate is heating up, species are vanishing, and those least responsible suffer the most. The solutions are clear: sufficiency, renewable energy, circular economy, zero waste, ecosystem restoration. Yet, despite knowing all this, humans struggle to change because old habits and systems are deeply rooted. Tsuku believes the key lies in courage — the courage to think beyond limits, to embrace imagination, conviction, and compassion, and to create a world that’s good for people and the planet. This isn’t just the best way forward — it’s the only way.
Main Benefits and Key Facts
Tsuku’s approach brings tangible benefits, backed by solid insights:
- Over 30% of Switzerland’s CO2 emissions come from buildings — Tsuku is tackling this with the Canton of Zurich’s Building Directorate.
- Collaborations with Zurich gastronomy businesses show significant CO2 savings when everyone pitches in.
- Projects with Swiss Re aim at building resilient, global sustainable food systems.
- Support from the Mercator Foundation Switzerland powers the “Stories for Future” project, shifting narratives toward hope and action.
- Engagement with art and education sectors, like the Zurich University of the Arts and sustainable theater futures, highlights the broad reach of sustainable transformation.
Changing Behavior for a Better Life
At the heart of Tsuku’s work is sustainable behavior change — but not the kind that feels like a sacrifice. Many people think going green means losing freedom or quality of life. That’s a big reason why sustainable habits often don’t stick. Tsuku digs into behavioral economics to understand why people act the way they do and designs smart, subtle nudges that make sustainable choices easier and more joyful. It’s about creating environments where doing the right thing feels natural, not forced. Because, let’s face it, only joyful sustainability lasts.
Transforming Organizations with Courage and Cooperation
Organizations often find sustainable transformation daunting. The old success formulas seem tied to unsustainable practices, and excuses like “it’s too expensive” or “we can wait” hold them back. But Tsuku’s experience shows that early, thoughtful action pays off — not just for the planet but for employees and customers too. By analyzing institutional behaviors through a behavioral economics lens, Tsuku identifies where the real levers and obstacles lie. The magic happens when everyone is motivated and engaged — that’s when change sticks and organizations thrive sustainably.
Rewriting the Story of Sustainability
Stories shape how people see the world. Right now, the sustainability story often sounds like loss, sacrifice, or tech dependency — no wonder many shy away from real change. Tsuku flips the script, highlighting stories where sustainability means quality of life, empowerment, and new opportunities. These narratives open doors to fresh life and work models, innovative business ideas, and a future full of hope. The more these stories get told, the more people believe in a good future — and the more they’re ready to act today.
Project Impact and Sustainable Development Goals (SDGs)
- SDG 7: Affordable and Clean Energy — promoting renewable energy solutions.
- SDG 11: Sustainable Cities and Communities — working with urban spaces like Zurich for greener living.
- SDG 12: Responsible Consumption and Production — encouraging circular economy and zero waste.
- SDG 13: Climate Action — reducing CO2 emissions across sectors.
- SDG 15: Life on Land — restoring ecosystems and protecting biodiversity.
- SDG 17: Partnerships for the Goals — fostering cooperation among organizations and communities.
Looking Ahead: Building Alliances for Change
Tsuku is all about collaboration. Whether it’s restaurateurs, activists, journalists, engineers, or behavioral economists, the project thrives on diverse allies who share a passion for sustainability. It’s not about growth pressure or rigid schedules — freedom and meaningful work come first. Together, these allies develop ideas, network, secure funding, and bring projects to life. The focus is on storytelling, design, and media to inspire and engage. Because real change? It happens when people come together, share stories, and dare to imagine a better world.
