Applying behaviour change in policy making in DCLG
Jan 11, 2016
Applying behaviour change in policy making in DCLG
Policy has tended to assume we are…
• Controlled
• Analytical
• Rule based
Rational
However we tend to be…
• Automatic
• Holistic
• Associative
Irrational
Developed a toolkit to help…
Applying behaviour change in policy making in CLG
• Intranet; internal network, advisory group
• 1 page guide; reference pack; library
• Step by step guide; workshops; case studies
Understand why ‘we act as we do’
Po
lic
y M
ak
ing
Fra
mew
ork
Sta
ge
: S
co
pe
/ U
nd
ers
tan
d
structure default to maximise benefit
challenge myths, publicise positives change behaviour around target
we go with the flow
we do as others do
EF
FO
RT
make desirable behaviour cheaper
make undesirable behaviour more costly
make desirable behaviour easier
make undesirable behaviour harder
raise conscious awareness
routine behaviour
MESSENGER
INCENTIVES
NORMS
DEFAULT
SALIENCE
PRIMING
AFFECT
COMMITMENT
EGO
tax breaks, subsidies, grants
taxations, fines
provision of info, labelling,kite marks, providing facilities
limit access, regulation
positive reinforcement, reminders
education, prompts, naming & shaming
public awareness campaigns, change champions, role models
keep it simple, make relevant (1 to1 or tailored advice), stimulation
careful choice of words and sights, decoy option,
smiley faces and colour to enhance message
public commitments, contracts, pledges, free gifts
mental shortcuts change response
we are drawn to new & relevant sub-conscious cuesaffect actions
emotions shape actions
we keep public promises
positive self-image
FIN
AN
CE
HA
BIT
NO
RM
SC
OG
NIT
ION
4.TOOLS TO DERIVE ACTIONS
small instant rewards, losses loomlarger than gains, live for today
incremental slow changeslowly, public recognition
• List key actors• Segment according to
willingness & ability to act• Use evidence to
understand motivations/attitudes/behaviours
1. DEFINE ACTOR TYPES
• List goals, by actor/segment• Understand your goals e.g.
are they one off/repeated? who benefits - for how long?
• Look to start, stop, prevent or modify
2. STATE BEHAVIOUR GOALS2. STATE BEHAVIOUR GOALS
3. IDENTIFY BARRIERS
• Determine barriers to achieving goals
• Identify both real & perceived barriers
• Use evidence to understand barriers P
oli
cy
Ma
kin
g F
ram
ewo
rkS
tag
e:
De
velo
p O
pti
on
s /
Fin
ali
se P
oli
cy
Po
lic
y M
ak
ing
Fra
mew
ork
Sta
ge
: Im
ple
men
t /
Eva
lua
te
things you need to do to change behaviour
Behaviour Change Guide
explorecustomer insightsegmentation
explorecustomer insightsegmentation
legislationregulationincentives
legislationregulationincentives
encourage evaluatecollect evidence of impact
evaluateevaluatecollect evidence of impact
facilitate public debate & gain
approval
facilitate public debate & gain
approval
engageexemplifylead by examplechange gov
behaviour
exemplifylead by examplechange gov
behaviour
exemplifylead by examplechange gov
behaviour
enableinfrastructuredesignresources
enableinfrastructuredesignresources
communicators influence us
4 key steps to applying behaviour change…
Define actor types1
State behaviour goals2
Identify barriers3
Derive actions4
• Traditional levers still apply (legislation, regulation, taxation)
• 9 key influences on human behaviour
• Social psychology & behavioural economics
Understanding how we behave can improve effectiveness …
MINDSPACE
Messenger
• Affected by feelings e.g. DH
use children to convey risk of smoking to parents
• More likely to act on info if expert delivers it
• More likely to act if the messenger is like us
Influenced by who communicates with us…
Incentives
• Live for today at expense of tomorrow
• Fear losses more than gains e.g. DVLA threat to crush car more effective
than fine of same value
• Overweight small probabilities
Responses shaped by mental shortcuts…
Norms
• Be careful – undesirable norms
• If positive let people know – challenge myths e.g. drinkaware
campaign
• Relate to your audience
Do what those around us already do…
Default
• Should structure defaults to maximise benefit – but don’t restrict choice
• Many everyday things have a default option e.g. donors
We ‘go with the flow’…
% of adults registered as donors
Opt out
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
De
nm
ark
Ne
the
rla
nd
s
UK
Ge
rma
ny
Au
stri
a
Be
lgiu
m
Fra
nce
Hu
ng
ary
Po
lan
d
Po
rtu
ga
l
Sw
ed
en
effe
ctiv
e co
nse
nt
per
cen
tag
e
Opt in
• Defaults often selected via natural ordering
Salience
• Look for reference points to base decisions
• Everyday bombarded by stimuli – filter information to cope e.g. recycling lids
Our attention is drawn to what is novel and relevant…
• Novel, simple, fun
Priming
• Constantly being primed – need to understand more
• Controversial
Acts influenced by sub-conscious cues…
• Words, sights, smells can alter behaviour e.g. exposing people to
words relating to the elderly such as wrinkles changed behaviour
Affect
• Should use with care e.g.
90s car crime advert
• Emotions are rapid & automatic
Emotions can shape our actions…
• Moods can influence our judgement
Commitment
• Reciprocity – I’ll commit if you do e.g. pledgebank
• Commitment devices used to overcome willpower weakness
Consistent with public promises…
• More effective if written and public
Ego
• Biased to believe we are better than average
• When things go well we attribute them to ourselves
Act in ways that make us feel better about ourselves…
• Think of ourselves as self- consistent e.g. to maintain positive self image
males donate more to attractive female fundraisers
The things you need to do to change behaviour…
Explore• Insight
Enable• Infrastructure• Facilities• Design• Resources
Encourage• Legislation• Regulation• Incentives• Information
Engage• Facilitate public
debate• Gain approval
Exemplify• Leading by example• Change Government’s
behaviour
Evaluate• Evidence-based
behaviour change
Is the action enough to break habit & kick
start change?
Derive Actions
Po
lic
y M
ak
ing
Fra
me
wo
rk S
tag
e:
Sc
op
e /
Un
de
rsta
nd
structure default to maximise benefit
challenge myths, publicise positives change behaviour around target
we go with the flow
we do as others do
EF
FO
RT
make desirable behaviour cheaper
make undesirable behaviour more costly
make desirable behaviour easier
make undesirable behaviour harder
raise conscious awareness
routine behaviour
MESSENGER
INCENTIVES
NORMS
DEFAULT
SALIENCE
PRIMING
AFFECT
COMMITMENT
EGO
tax breaks, subsidies, grants
taxations, fines
provision of info, labelling,kite marks, providing facilities
limit access, regulation
positive reinforcement, reminders
education, prompts, naming & shaming
public awareness campaigns, change champions, role models
keep it simple, make relevant (1 to1 or tailored advice), stimulation
careful choice of words and sights, decoy option,
smiley faces and colour to enhance message
public commitments, contracts, pledges, free gifts
mental shortcuts change response
we are drawn to new & relevant sub-conscious cuesaffect actions
emotions shape actions
we keep public promises
positive self-image
FIN
AN
CE
HA
BIT
NO
RM
SC
OG
NIT
ION
4.TOOLS TO DERIVE ACTIONS
small instant rewards, losses loom larger than gains, live for today
incremental slow changeslowly, public recognition
• List key actors• Segment according to willingness & ability to act• Use evidence to understand motivations/ attitudes/behaviours
1. DEFINE ACTOR TYPES
• List goals, by actor/segment• Understand your goals e.g. are they one off/repeated? who benefits - for how long?• Look to start, stop, prevent or modify
2. STATE BEHAVIOUR GOALS
3. IDENTIFY BARRIERS
• Determine barriers to achieving goals• Identify both real & perceived barriers • Use evidence to understand barriers P
oli
cy
Ma
kin
g F
ram
ew
ork
Sta
ge
: D
ev
elo
p O
pti
on
s /
Fin
ali
se
Po
lic
y
Po
lic
y M
ak
ing
Fra
me
wo
rk S
tag
e:
Imp
lem
en
t /
Ev
alu
ate
things you need to do to change behaviour
Behaviour Change Guide
explorecustomer insightsegmentation
legislation regulation incentives
encourage evaluate
collect evidence of impact
facilitate public debate & gain approval
engageexemplifylead by examplechange gov behaviour
enable infrastructure design resources
communicators influence us
However need to be aware of the limitations…
• Not clear how long effects last
• Changing behaviour can be seen as controversial
• Central government role?
Behaviour change can take a generation