Video transcript

There are 184 proven behavioural fallacies, biases and heuristics.

Any number of combinations of these could be at work when a person makes a decision… and we’re discovering and defining more all the time.

To help us navigate these behavioural insights, we use 4 guiding principles. By asking ourselves the right questions, we’re able to ensure we’re designing behavioural interventions that are going to be cost-effective, proven, and successful.

Take WRAP’s ‘Recycle Now’ campaign for example:

The UK recycling rate was at 12% and there was little positivity about recycling amongst the public.

We wanted people to realise that recycling feels good and does good. As part of achieving this, we designed a simple and attractive recycle loop, with a heart shaped arrow-head.

A family of nationally-consistent icons helped simplify the message, offering effortless and cognitively fluent guidance on what can be recycled where.

We leveraged the influence of social norms by including quotes from neighbours alongside accompanying photos in leaflets.

This identity can be seen everywhere. It’s easily identifiable, and since it’s visible on the recyclable product itself, it’s salient when people are most likely to be receptive, and a timely prompt at the point of disposal.

The campaign made recycling attractive both morally and socially; simple, effortless and friction-free; character-defining; and for the first time, people were recycling on-the-go.

Following the campaign, the national recycling rate rose 3.5x to 43%. And 70% of people now consider themselves to be committed recyclers – thanks in large part to the 4 guiding principles.

Learn more

Get in touch with our team to find out how you can unlock unseen opportunities and make breakthroughs of your own.

Or join us at our free Science of Behaviour Change Discovery Session where we share many more insights and real-world case studies to help you drive actionable change.