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BEHAVIOUR CHANGE: THE EMPEROR’S NEW CLOTHES

Behaviour Change is Hard

It’s nothing controversial to say behaviour change is one of the hardest things you can do in a business. In fact, it seems to be on of the hardest things you can do across all social groups.

Once the preserve of psychologists and ‘Nudgers’, now it seems everyone wants a piece of the behavioural change action. From consultants charging outrageous sums with outlandish promises to change the behaviour of thousands in mere months to Starbucks promising a 25p reduction if you bring your own cup, we’re now seeing it increasingly in the mainstream. But the question is, is it really worth all the credit it gets?  And how much lasting change does behavioural change actually create? Read more