Could behavioural insights facilitate sustainable socioeconomic transformation?

Behavioural insights and data analytics are big news with everyone from dieticians to politicians. But this is not fad; behavioural insights are derived from empirical scientific data. And how we apply them, has the potential to transform lives.

Behavioural and social science seek to understand our cognitive and psychological processes, the way we interact with ourselves, others and the world around us. Behavioural science focuses on individual processes and behaviours; social science on the workings, relationships and behaviours of societies or collectives.

The application of scientific insights can be broken down into two rudimentary approaches: a quick-fix/hack, or long-term transformation. The quick-fix circumvents a particular pattern of unhealthy or unwanted behaviour and often occurs passively—without conscious deliberation. It may negate unhealthy habits [the effect], but hacking is less likely to actively identify, address or correct the underlying catalyst [the cause]: Level crossing barriers may deter reckless drivers from taking unnecessary risks; it does nothing to curb the thrill seekers need for speed and the repercussions of dangerous driving will likely manifest elsewhere.

‘Noom’ identifying “Psychology [as] the key to lasting change,” employs evidence based science to help users overcome cognitive and psychological barriers to achieve long-term transformation and sustainable healthy habits.

Do behavioural insights hold the key to counteracting socioeconomic inequalities and nurturing more cohesive, inclusive local communities?

Which approach is adopted generally depends on the objective: short-circuiting unhealthy or unwanted behaviour, or facilitating lasting change. In some instances a quick hack may be all that is required, but responding to complex life challenges, such as protracted and pervasive socioeconomic hardship and trauma, warrants a more comprehensive application. It is in this area of socioeconomic transformation that the behavioural and social sciences still have much to offer atomised local communities. A broader application of behavioural insights compels a more holistic response to the suffering, stress and fear that can impel us to withdraw when we would most benefit from collaborating. Here, behavioural insights could help to counteract the cognitive and psychological barriers to social integration and community cohesion, enabling local communities to work together as mutually beneficial collectives to overcome seemingly insurmountable circumstances—psychological and situational. This sort of support would prove invaluable to local people, helping indigent communities to overcome inequality, injustice, poverty and isolation via shared, unifying responses to the common catalysts of adverse socioeconomic conditions [the root cause].

So, if the objective is sustainable, healthier life choices and lasting change, we must a) facilitate greater psychological understanding and support and b) counteract the situational forces and underlying conditions that inform socioeconomic hardship.

If you would like to share your personal experiences or have a professional and or academic interest in this area, we hope you will get in touch.