The knowledge center 'Behavioral Economics For Life' (BE4LIFE) focuses on both academic and practice-oriented research. Our mission is to encourage behavior that increases the well-being of the individual and society. We focus on three pillars: sustainable, healthy and ethical consumption. Specifically, we want to understand how individuals form perceptions and decisions. These insights allow us to 'nudge' people towards welfare-enhancing behavior in both the short term and the long term. A behavioral science approach will always be the guiding principle.