How to use the science of behavior change
Many of the big changes that we so urgently need in the world, rely on people to change their behavior. And changing behavior is notoriously hard. Luckily, science is here to help us. The science of behavior change is an area of study with a proven strategies and tactics that can help us build more effective brands for change.
As brand builders of impact-driven brands of all sorts, we are tasked with helping consumers switch to fair fashion, to encourage meat-eaters to embrace a plant-based diet, or convince businesses to choose reusable energy sources. Yet very few of us were educated about what works to get people to change their minds and their habits.
The good news is, we don’t have to invent the wheel. There is a whole area of study: the science of behavior change, that we can build on. It’s been at the top of our learning list for some time. But the area is vast, and we need to have a great guide.
Enter Brooke Tully. Brooke Tully trains professionals in the environmental sector in applying behavioral science in marketing and communication strategies. At last month’s open community hangout, Brooke and Anne Miltenburg discussed how we can incorporate the science of behavioral change in our brand-building efforts.
Watch the full chat here 👇, or browse our key takeaways below 👇👇.
how can we leverage the science of behaviour change to build stronger brands?
KEY TAKEAWAYS from the CHAT with Brooke
What things do people get wrong about how we change people’s minds?
12:05 Scare tactics, shaming, information overloading, and cheerleading don't work.
What actually does work to influence behavior?
19:32 Brooke shares several best practices: paint better pictures of positive outcomes, use herd mentality, use influencers, make it simple and fun, give a sense of belonging, and lots more.
“Being able to paint a picture of what can be achieved if we take action drives people to do something as opposed to fear-mongering or guilting”
Why do people first think of campaigns, rather than brands, as vehicles for behavior change?
38:27 Anne argues that behavior change is applied mostly to campaigns, which are per definition short term, whereas incorporating it into the brand is more long term and effective, giving the example of the impact of brands like Dettol and Dove on hand washing.
“In the impact space, people tend to think of behavior change in the context of campaigns instead of incorporating it into brand to achieve long term results.”
Which brands incorporate the science of behavior change effectively?
44:25 Brooke and Anne discuss Charity Water, Duolingo, Patagonia, Fitbit, and others
Some behavior change tactics can be addictive or manipulative. Where are the ethics?
50:05 We discuss the ethics of brands like booking.com and Duolingo, who are known for using nudges that get us where they want us to be - whether for their benefit or our own.
Eager to learn more?
three great resources on behavior change science for brand builders
Behavioral Economics. Brookes highly recommends the platform which has an annual guide with a full encyclopedia of behavioral science, social science, psychology, with case studies.
Busting myths on motivating action. A 5-minute webinar where Brooke explains why many of our traditional communication approaches intended to motivate action & change for the environment don't work hard enough for us.
Flipping our behavior change script. Brooke uses the beef and vegetarian burger analogy to illustrate how focusing on alternate behavior as the better option has proven to be a more effective approach to behavior change.
More about brooke tully
Connect with Brooke Tully on LinkedIn to learn more about her work on behavior change for conservation.
Get your conservation movement started by signing up for her newsletter
Join Brooke's Making moves course
