What is Behaviour Change?

Why is falling for fake news so easy despite all the warnings? Why do we carry high-interest debt even when we have the means to pay it off? Why are there so many browser tabs open on your screen right now even though digital clutter is so stressful?

The answers to these questions – and so many other perplexities of human behaviour – are the domain of behavioural science.

Once upon a time, we believed human beings were logical creatures, capable of making good decisions and acting in our own best interests.
Today, we know better.
Thanks to breakthroughs in behavioural research, we’ve been able to peer at the inner workings of our decision-making processes – and instead of logic and reason, we’ve found a tangle of biases and cognitive pitfalls that lead to irrational and even harmful behaviours.
The good news? We have effective tools at our disposal to steer those behaviours in a more desirable direction.
At BCA, we mine insights from behavioural research to illuminate what really motivates human actions.
Then, we add rigorous data analysis and a range of creative strategies to develop behavioural and communication solutions that improve decision-making and create better outcomes for customers, employees and citizens.
"To understand why we do what we do, neuroscientist Robert Sapolsky looks at extreme context, examining actions on timescales from seconds to millions of years before they occurred. In this fascinating talk, he shares his cutting-edge research into the biology that drives our worst and best behaviours."
The biology of behaviour
Understanding something as wildly complex as human behaviour is impossible without considering our biology. The work of Stanford neurobiologist Robert Sapolsky has done a lot to illuminate the neurological and biological factors that influence how we act and make decisions. As we learn more about these interconnections, our insights can be used for positive behaviour change. In Sapolsky's words, “We’re learning more and more about the biological underpinnings of our behaviour, and that can help us produce better outcomes.”
Status quo bias
Our tendency to accept the status quo can prevent us from switching to a better course of action

“First, never underestimate the power of inertia. Second, that power can be harnessed.”

– Richard Thaler & Cass Sunstein

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Download the 2019 BCA Calendar

Explainer: Pandemic behaviour - Why some people don't play by the rules

Lockdowns and social distancing measures introduced around the world to try and curb the COVID-19 pandemic are reshaping lives, legislating activities that were once everyday freedoms and creating new social norms. But there are always some people who don’t play by the rules.
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How did 'white' become a metaphor for all things good?

July 7, 2020

Shortly after George Floyd’s death, one of my friends texted me that Floyd wasn’t necessarily a bad person, but, pointing to his prior stints in prison, added that “he wasn’t lily-white either.”

Keep Your New Year’s Resolutions By Using Behavioral Economics

January 8, 2020

If you’re really serious about making a meaningful change in your personal or professional life, you just have to create the proper conditions for predictable success. The roadmap can be found in a discipline known as behavioral economics.

ICCO Summit: “Understanding How People Behave Is Key To Crisis Management”

October 14, 2019

Understanding behavioural science – including why people get so angry online – can help brands communicate effectively through a crisis, according to Kate Hartley, co-founder of crisis simulation firm Polpeo.

Digital Program on Mobile Phones Tames Tuberculosis

September 8, 2019

For tuberculosis patients, complying with a full course of treatment can be daunting and difficult. But a new experiment conducted by MIT researchers in Kenya, in collaboration with the digital health company Keheala, shows that a digital program used on mobile phones helps patients successfully finish their treatments.

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