Whether you are a manager of a company, a community or an institution, the same mechanisms come into play. Based on the case study of sustainable development within the Inov On group, interviews, readings, viewings and other resources, we will describe the means of mobilizing citizens/employees around issues of responsibility. How to mobilize around vital issues that "nobody cares about"? How can we give people the power to create the city together today, to meet the challenges of our century? How do we provoke commitment in this type of approach? After studying Inov On and the transformation methods used, we will see what science has to offer in terms of collective behavioural change: personal development, the power of emotions, concernement, ecopsychology, cultural change, the psychology of change, the role of fiction, the preparatory act of commitment, the commitment contract, the power of ambassadors, the importance of visibility, the power of the group. divpWhether you are a manager of a company, a community or an institution, the same mechanisms come into play./pp /ppBased on the case study of sustainable development within the Inov On group, interviews, readings, viewings and other resources, we will describe the means of mobilizing citizens/employees around issues of responsibility./pp /ppHow to mobilize around vital issues that "nobody cares about"? How can we give people the power to create the city together today, to meet the challenges of our century? How do we provoke commitment in this type of approach? /pp /ppAfter studying Inov On and the transformation methods used, we will see what science has to offer in terms of collective behavioural change: personal development, the power of emotions, concernement, ecopsychology, cultural change, the psychology of change, the role of fiction, the preparatory act of commitment, the commitment contract, the power of ambassadors, the importance of visibility, the power of the group. /p/div