Behaviour change interventions – guides to approaches and theories
To achieve meaningful change, policymakers and practitioners need to understand the complexities inherent in social systems and design interventions that effectively link operational activities with the required technical, organisational, and social components. By considering the equation “Motivation for change = understanding + ability + imperative“, change agents can develop more comprehensive and effective strategies for influencing behaviour and fostering sustainable practices across various domains.
Another key principle in effective behaviour change is reducing ‘friction’—removing barriers and simplifying pathways to make desired actions easier and more seamless. By simplifying processes and creating seamless pathways, we can encourage collaboration and positive change more effectively. As the resources below demonstrate, effective behaviour change often requires integrating insights from behavioural science, systems thinking, and context-specific approaches.
Foundational guides and practical tools
Influencing practice change: An introduction to behaviour change models and strategies
This introductory post provides a comprehensive overview of key behaviour change theories, models, and practical strategies. It covers essential frameworks such as the COM-B model, socio-ecological model, Stages of Change, and Theory of Planned Behaviour. The post also introduces the 6 E’s policy design framework and discusses the importance of Theories of Change in planning effective interventions. This resource serves as an excellent starting point for understanding the complexities of behaviour change in sustainability and development contexts
Transformation: An introductory guide to fundamental change
This 2023 report by Ioan Fazey and John Colvin explores key strategies for driving transformational change, especially in tackling complex challenges like climate change, hunger, and inequality. It introduces powerful frameworks such as the iceberg model and the Three Horizons approach, alongside methods for navigating transformation through conflict and resistance. The report concludes with practical examples from food systems and actionable insights for supporting transformative initiatives effectively.
The Palette of Possibilities for environmental action projects
Les Robinson and colleagues’ 2020 report presents a practical and visually engaging guide to designing human change efforts. Highlighting 17 strategies through real-life examples, it demystifies essential steps like preliminary social research and prototyping. This resource illustrates that even modest projects can adopt these intuitive approaches. Additional resources are available on Les Robinson’s Changeology website.
Behavior change for nature: A behavioral science toolkit for practitioners
This 2019 toolkit by Rare and The Behavioural Insights Team offers actionable insights for designing interventions that resonate with diverse groups, from fishers to policymakers. It emphasises the importance of addressing unconscious as well as conscious behavioural drivers, considering environmental and contextual factors, and prioritising specific behaviours over broader attitudes or intentions. This approach ensures practical, impactful change.
Achieving behaviour change: A guide for local government and partners
Written in 2019 by Susan Michie, Robert West, and colleagues, this guide provides a flexible framework for understanding behaviours in context. Using the Behaviour Change Wheel (BCW), it enables users to design interventions and policies tailored to specific circumstances. It is particularly valuable for local government staff and partners tasked with facilitating sustainable behaviour change.
Systems thinking and context-driven approaches
Understanding behaviour and systems: Insights from Busara
Busara’s work provides valuable perspectives for integrating behavioural science with systems thinking. These resources collectively offer a rich foundation for understanding and facilitating behaviour change. Highlights include Busara’s reports on context as a dynamic process and the integration of behavioural science with systems analysis, offering actionable insights for designing rooted and systemic interventions.
Impact = Influence + Leverage + Learning (I2L2)
Jane Reisman, Anne Gienapp, and Tom Kelly’s 2015 discussion paper introduces the I2L2 framework. By isolating the elements of influence, leverage, and learning, it highlights factors that enable, accelerate, or amplify impact, offering a valuable lens for designing and evaluating change initiatives.
Designing policy interventions to change environmental behaviours: theory and practice
Terry Parminter’s 2019 review outlines frameworks for understanding human behaviour and strategies for influencing change. The paper outlines dual-processing models—examining the conscious and subconscious interplay of attitudes and behaviours—and explores the broader societal contexts that shape behavioural change efforts.
Beyond the roots of human inaction: Fostering collective effort toward ecosystem conservation
Elise Amel and colleagues’ 2017 paper explores how psychologists are shifting focus from individual-level campaigns to fostering collective action. The authors examine the role of transformational individuals in challenging norms and inspiring systemic, collaborative efforts for long-term ecological and human well-being.
The behaviour change wheel: A new method for characterising and designing behaviour change interventions
Susan Michie, Maartje van Stralen, and Robert West’s seminal paper introduces the Behaviour Change Wheel (BCW), centred on the COM-B system (Capability, Opportunity, Motivation = Behaviour). This framework connects intervention functions with policy categories to address behavioural deficits effectively.
Policy, frameworks and collective action
Advancing conservation by understanding and influencing human behavior
This 2016 paper by Sheila Reddy and colleagues advocates for applying behavioural science insights to conservation. It outlines guiding questions for defining conservation problems, understanding behavioural mechanisms, and designing effective approaches (e.g., incentives, nudges). The paper also highlights the importance of evaluating and adapting strategies based on emerging behavioural insights.
Open Policy Making toolkit
This UK-based 2017 toolkit provides tools and techniques for crafting open and user-centred policies. It encourages a participatory approach, fostering collaboration and innovation in policy development. The Policy Lab blog offers further resources, insights, and case studies.
Enablers of Change
John James and Denise Bewsell’s ‘Enablers of Change’ site shares insightful blogs, videos, and podcasts on enabling change, particularly within agricultural and regional contexts. Their resources offer practical advice for fostering innovation and collaboration.
Changing behaviour: A public policy perspective
This 2015 Australian Government briefing paper addresses how democratic governments can influence citizen behaviour effectively. It examines traditional policy tools alongside emerging approaches for engaging citizens in cooperative behavioural change, offering a step-by-step guide to navigating complex policy challenges.
Behaviour change models and strategies
This concise 2014 review highlights evidence-based approaches to motivating behaviour change. It integrates insights from theory, empirical studies, and applied research, focusing on practical strategies for everyday contexts. Complementary resources include the UK Cabinet Office’s MINDSPACE: A practical guide to influencing behaviour through public policy which outlines some key behavioural change elements that are of most practical use to policy-makers.
Applying Behavioural Sciences to EU Policy-making
René van Bavel’s 2013 report for the European Commission serves as a guide for policymakers looking to integrate behavioural science insights into their work. It offers practical advice for designing, implementing, and monitoring behaviourally informed policies.
Habitual behaviors or patterns of practice? Explaining and changing repetitive climate-relevant actions
Tim Kurz and colleagues’ 2015 review explores how habits influence climate-relevant behaviours. It contrasts psychological and sociological perspectives on habits, highlighting implications for designing interventions to modify repetitive actions that impact climate change. Finally, they consider the implications of these perspectives for understanding and modifying climate-relevant actions.
Influencing behaviours – moving beyond the individual: ISM user guide
The Scottish Government’s ISM (Individual, Social, Material) framework provides a practical tool for designing behaviour change interventions that account for multiple contexts. This 2014 guide outlines how integrating influences across these dimensions leads to more substantive and lasting change.
Getting practical: Integrating social norms into social and behaviour change programs
This 2024 guide, developed by UNICEF, focuses on incorporating social norms into behaviour change programs. While addressing social norms can be complex and niche, this resource provides valuable insights for projects aiming to foster sustainable and systemic change in areas such as public health, education, and community engagement. It emphasises strategies for identifying and shifting harmful norms while supporting constructive and equitable ones. Social norms work should always be undertaken in collaboration with the community to ensure meaningful and sustainable outcomes.
For more information on related topics, you may find these other Learning for Sustainability pages helpful: Social Learning explores collaborative processes for collective action; Adaptation discusses managing change in complex systems; Rubrics introduces tools for planning and evaluating interventions; and Ethics covers important considerations for responsible practice. The Publications page offers additional resources on fostering social learning and change in society. Social marketing is another closely related topic.
