You believe in the goodness of human beings.
That’s why you chose your work, or at least why you continue to soldier on. Sure, there are some wins here and there, but you don’t fear unemployment because homelessness, poverty, social and economic mobility, distracted driving, diabetes, et. al., are all just about solved. You tough it out because you believe that people are good. That they’ll do the right/smarter/better thing for themselves, for their children or grandchildren or for their neighbors if they just got the message.
But they aren’t getting it. They aren’t making the changes they need to be healthier, safer, greener, etc. And it’s not that we’re not telling them. More than $1.6 billion worth of public service announcements were, in the words of The Henry J. Kaiser Family Foundation, “Shouting to be Heard.” Nevertheless, the toughest and most systemic issues not only persist, they’re amplifying.
Why is behavioral change so difficult?
Being good isn’t good enough.
You know your program works. You can help people if they’ll meet you halfway and participate in the solution. But availability doesn’t translate to uptake. For-profit marketers know how to translate unmet needs into consumer demand, while their nonprofit peers rely on altruism and an undertow of ought to be. It’s time to lean into compelling narratives that make change not just necessary but appealing.The headwinds are strong.
Most of the people you are trying to reach can recognize unhealthy or risky behavior. Behavioral change rarely begins with a discovery of an unrecognized bad habit. What’s essential to recognize and understand are barriers to change. Often, money is part of that equation. While making sure your intervention is affordable or free does remove a critical barrier, addressing costs isn’t enough. Generational trends, stigma, educational attainment and mental health are but a few of the headwinds. Some barriers you already know how to address. But even those you think lie in the open have subtexts that merit exploration. Recently, I’ve been very focused on heuristics, and I’ll be writing more on them in the days ahead.The messaging isn’t right.
This is the part I hate to see. Well-intentioned people working to solve a social issue, devoting a portion of their budget to message development and distribution – then failing to move the needle. I’m talking about public service announcements with hip teens or fear peddlers. Messages that pander or inadvertently instill shame. I’m pretty sure most people we are trying to reach know what they should do already. The first step to building trust is empathy. The next is speaking to them on their terms, and I’m devoting myself to the study of doing just this.
The way it ought to be.
Science shows that our brains have a “dual system.” Most of our behaviors are guided by System 1. These decisions are automatic, intuitive and habitual. System 2 guides our more pragmatic, logical and conscientious decisions. If you can better understand how this dynamic can inform consumer education campaigns, you will more effectively communicate with the people you are trying to help.
More often than not, behavioral change messaging isn’t informed by dual-system theory. Absent the nuances it provides, organizations end up with catchy slogans that don’t resonate and ultimately, fail at making lasting consumer behavioral change. For example, decades of anti-litter messaging raised awareness of the issue but did not drive behavioral change or an evolution of social norms. While no one wants to see trash on the side of the road, System 1 impulses prompt thinking like: “What’s one more soda bottle going to matter?” And we’ve all seen the results. Most of these campaigns are grounded in System 2 logic:
Give a Hoot, Don’t Pollute
Put trash in its place.
Reduce, Reuse, Recycle
There Is No Planet B
Every Litter Bit Hurts
An exception is Texas’ anti-litter campaign, “Don’t mess with Texas®.” The campaign tapped into System 1 impulses of the leading culprit, 16- to 24-year-old men, pride in place and a sense of belonging. Young men’s deep-rooted patriotic and protective feelings make their decision not to litter inherent. The slogan doesn’t require reason, it uses System 1 reflexes to alter behavior. By defining an aspect of what being a Texan means, it establishes a new societal norm, reducing litter by 72% over a four-year period. So, I’ll leave you with “Don’t mess with Texas” as you head out there as a force for good.
Keep up the good work,
Kevin
