Behavioural science involves understanding humans. However, it fails if it develops a limited understanding of humanity - 17% of whom who live in Africa. Africa’s voice must therefore be included in behavioural science research. Collaborations with African researchers should be grounded in respect. Public policy has been experiencing a behavioural renaissance. Policy makers in august bodies such as the World Bank and the United Nations are beginning to recognize that one must understand human behaviour and the context that shapes it to understand how people will react to a policy intervention.
