When you’re tired of change processes that don’t work…
To understand what Actual Behaviour Change does, it is worth considering what we don’t do.
• We don’t try to change people’s attitudes or values.
• We don’t rely on “educating” people.
• We don’t assume that people are rational machines that carefully weigh evidence and then act.
• We don’t believe that society is simply a collection of individuals.
Why don’t we do these things? Simply put, they don’t work very well, if at all. Moreover, there is abundant evidence of a values/action gap – people don’t necessarily do what they say they value.
We hear a lot about “evidence based” policy and practice. Yet the evidence that supports these “common sense” strategies like education, changing values, and sound argument, is thin on the ground.
To continue to use innovation and behaviour change strategies that rely on the dot points above, is a bit like banging your head into a brick wall; it’s great when you stop.
We invite you to stop. In doing this, reconsider the problem of “change” for greater environmental sustainability. We will work with you to do this and in the process develop numerous new change-strategies for you to consider and implement.