Frequently asked questions

Behaviour Change Science (BCS) is an interdisciplinary field concerned with understanding, explaining, and influencing human behaviour in real-world contexts. While contemporary discussions of behaviour change are often dominated by behavioural economics—particularly ideas such as nudge theory, fast and slow thinking, and heuristics and biases—this represents a relatively narrow view of human behaviour.

Behavioural economics has made important contributions by highlighting predictable patterns in individual decision-making. However, it has also been criticised for over-emphasising cognitive shortcuts at the individual level, while insufficiently integrating the wider social, cultural, contextual, and systemic factors that shape behaviour. Humans are not isolated decision-makers; they are complex social animals whose behaviours are inherently multifaceted and embedded within social, ecological, political, and economic systems.

A broader and more robust conception of Behaviour Change Science draws on evidence-based insights from across the natural sciences, neuroscience, ecology, evolutionary theory, social sciences, humanities, anthropology, sociology, psychology, economics, political science, computer science, and the digital humanities. This interdisciplinary perspective recognises that behaviour emerges from the interaction between individuals, their social relationships, cultural norms, material environments, and institutional structures.

Crucially, influencing behaviour for meaningful and sustained change is complex. Social, cultural, contextual, and situational factors interact in nuanced ways, meaning that simple information provision or awareness-raising is rarely sufficient. Understanding and predicting behaviour requires scientific insight into how information is processed in the brain, how decisions are made under real-world constraints, how habits and identities are formed, and how change spreads across social networks.

Despite this, much psychological and behavioural research has historically sampled a narrow subset of global populations and then generalised findings to all of humanity. This has led to models of behaviour change that overlook diversity, power, inequality, and context—and which can be ineffective or even counterproductive when applied uncritically.

These limitations are particularly evident in fields such as conservation and environmental action. To date, relatively little behavioural science research has been meaningfully integrated into conservation science, policy, or practice. Many campaigns remain rooted in outdated models of science communication that assume awareness will automatically lead to action. As a result, the impact of campaigns is often limited to increasing knowledge, with little evidence of sustained behavioural change. In some cases, interventions may even undermine motivation, reinforce undesirable norms, or create unintended consequences.

Behaviour Change Science offers a way forward by shifting the focus from simply informing people to enabling change—designing interventions that align with how people actually think, feel, relate, and act within systems. It provides tools to translate research into practice, improve policy design, and create interventions that are not only evidence-based, but socially and contextually grounded.

In short, Behaviour Change Science moves beyond awareness-raising to address the deeper drivers of behaviour—recognising that lasting change requires working with complexity, not against it.

Behavioural science is a fascinating field that combines insights from psychology, neuroscience, and sociology to understand how people make decisions. Despite its growing popularity, several myths persist about what behavioural science can and cannot do. In this blog post, we aim to debunk some of the most common misconceptions surrounding this discipline.

Myth #1: Behavioural Science Equals Mind Control

An often exaggerated belief is that behavioural science can be used for mind control or manipulation. This myth likely stems from a misunderstanding of the field's objectives.  The uninformed may perceive behaviour science as “changing people against their will”  Using psychological insights to steer behaviour without a person's awareness or consent is the equivalent of covert control or propaganda. Manipulation involves deception and hidden motives whereas good behaviour science is transparent, evidence-based, and aims to empower, not control. Behavioural science follows ethical frameworks such as beneficence, non-maleficence, justice, and respect for autonomy and voluntary behaviour change.  

Behavioural science aims to understand human behavior to improve decision-making and societal outcomes, not to control or manipulate individuals against their will. Although techniques derived from behavioural science, such as nudging, are used to influence decisions, they operate by making certain choices easier or more attractive rather than coercing individuals. The effectiveness of these interventions relies on transparency and consent, ensuring ethical standards are maintained.

Ethical standards adhered to include: OECD (2019): Tools and Ethics for Applied Behavioural Insights.
BIT (Behavioural Insights Team): Ethical Code of Conduct.
Nuffield Council on Bioethics: The Nuffield Intervention Ladder – ranks interventions by how much they interfere with autonomy.
APA Code of Ethics: Emphasises informed consent, beneficence, and respect.

Myth #2: Behavioural Science Is Not Scientific

Some critics argue that behavioural science is not a "real" science because it doesn't always rely on controlled experiments like those in physics or chemistry. However, this overlooks the rigorous methodologies employed by behavioural scientists.

Behavioural science uses a variety of research methods, including experiments, surveys, and observational studies, to gather data and test hypotheses. This diversity in approach allows for a comprehensive understanding of complex human behavior.

Myth #3: Behavioural Science is universally applied

A common misconception is that findings from behavioural science can be universally applied without considering cultural contexts. Culture plays a crucial role in shaping behavior, and what works in one cultural setting may not work in another. Behavioural scientists must account for cultural differences when designing interventions or interpreting data. This ensures that the insights gained are relevant and applicable across different populations.

While behavioural science offers powerful tools for understanding and influencing human behavior, it's important to recognise its limitations and avoid oversimplifying its capabilities. By debunking these myths, we can better appreciate the complexity of human behavior and the valuable insights this field provides.

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