“You must first understand what drives someone’s behaviour before you can set out to change it.”
Behavioural science is transforming behaviour change campaigns. Many of the ideas first popularised by Cass Sunstein and Richard Thaler in Nudge are now helping to increase retirement savings, reduce obesity and boost sustainable transport. And the potential applications are seemingly endless with emerging work in the energy, medical and third sectors.
Central to behavioural insights is a recognition that we all use simplified forms of thinking to make decisions. Rather than a complex evaluation of the pros and cons of different courses of action, we often just follow what our peers do, opt for immediate gratification and take the path of least resistance.
Perhaps most importantly, it’s now recognised that raising awareness of an issue and providing information alone is rarely enough to change the way people behave. In fact, for campaigns attempting to stop bad behaviour, heightened awareness can even be counter-productive and encourage the very behaviour it is intended to stop.
We apply the latest ideas from behavioural science to understand how people think about challenging issues. Armed with this insight, we test the impact of different communications approaches, and roll-out larger scale campaigns. Throughout, we combine communications acumen and academic understanding of behaviour change theories and models.
Read why and how communicators should be applying the latest thinking from behavioural science in PR Week.
Neil Hoskins, Sustainable Transport Programme Manager, Southend on Sea Borough Council, said:
“Linstock’s thorough approach to understanding what drives behaviour and finding ways to change it has led to a compelling marketing strategy and brand proposition for sustainable transport in Southend.”
Shavaun Glen, Head of Communications, MIB Group, said:
“Linstock is focused and committed to knowing that the programme of interventions has had the desired impact. They don’t shy away from comprehensively evaluating their work. Thus enabling the team to provide meaningful and strategic counsel on communications programmes – all in all a team who know their stuff and deliver.”
WINNER: MJ Award for Behaviour Change 2014