55 ways to ease stress (or not): Reflections from a behavioural science webinar for UN leaders

As highlighted in the video, the starting point is: in most instances, information alone doesn't change behaviour. We need to think behaviourally.

Traditional approaches to problem solving often assume that if people just knew more, they'd act differently. "Tell them the risk, show them the warning sign, explain the consequences ..." - and behaviour will follow.

Behavioural science tells us this isn't necessarily true. People are not blank slates waiting for facts. They live inside contexts, economic pressure, social expectation, and the physical layout of their daily commute. Those contexts shape what they do far more than information does.

So here's the other side of that same lesson: if you see someone behaving in a way you don't want them to, resist the urge to assume they intended to.

Behaviour is rarely a window into someone's character. It's far more often a window into their circumstances.

So, what is behavioural science? And why does it matter?

According to the UN Practitioner's Guide to Getting Started with Behavioural Science, behavioural science is defined as the evidence-based study of how people behave, make decisions and respond to context, which could include programmes, policies, administrative processes and incentives.

What does this mean?