Behavioural science suggests that human behaviour is influenced by a complex interplay of internal and external factors. People’s behaviour is not solely driven by rational decision-making but is often subject to mental shortcuts, emotional responses, and social and environmental cues. Understanding how these factors interact to shape people’s actions provides an evidence base for designing more effective initiatives aligned with the realities of human behaviour.

Behavioural science indicates that information and incentives may influence our intentions, but they are often not enough to change behaviours. 

In many cases, behaviour change depends on restructuring the decision environment to remove barriers, simplify options, and make it easier for people to follow through on their intentions. Because humans are social animals, behaviour change also often involves providing social cues to signal which behaviours are acceptable and desirable within the communities to which people belong.

People’s decisions and behaviours are affected by the context in which they operate: what cues they receive, what options are available and most visible, which actions seem easiest, or what they see others around them doing. People’s decisions are also often a reflection of cultural values and beliefs. The effective application of behavioural science requires an understanding of context, including gender relations, socio-cultural factors, and power dynamics. The tailoring of initiatives to ensure they are effective and appropriate in a given context usually requires evidence and methods from multiple disciplines.