Human behaviour - including how we interact with nature - is complex, influenced by many different social, economic and cultural factors unique to individuals, communities and nations. Now help is at hand for anyone keen to take a more scientific approach to penetrating the mysteries of human behaviour.
Bridging the disconnect between rational, fact-based decision-making and emotional or instinctive behaviour, behavioural science is helping civil society organisations, communities, governments, and corporations design strategies and approaches that unlock positive behaviour change, and encourage us to make choices for a carbon-neutral and nature-positive future.
To make the fundamentals of behavioural science as accessible as possible for organisations, teams and individuals seeking to drive positive change, WWF has produced a new practical framework, designed to support more effective interventions - from global communications and campaigns to citizen and community engagement.
In its essence, the framework proposes a three-step process - each comprising a flexible menu of subsidiary components - for applying behavioural science to the development, delivery, evaluation, and scaling of behaviour change.
Each step is set out in detail in the framework along with an explanation, examples, and recommended tools and approaches for completion, all of which are summarised in a ten-point checklist.
Realising the full potential of behavioural science to drive sustainability requires systematic application. SAVE NATURE PLEASE offers a starting point, and our hope is that it will support improved understanding amongst colleagues and partners about how to use behavioural science to drive positive change.
The framework builds on many years of research and complements existing platforms such as Rare’s Center for Behavior & the Environment, IUCN’s Commission on Education and Communication, Futerra’s Branding Biodiversity and Change Wildlife Consumers’ Toolkit and Behaviour Change for Conservation online course.