“Behaviour and people are often overlooked in government projects”

The above is a quote from one of my recent clients, and it made me reflect about why this is.

My client’s full quote was “Behaviour and people are often overlooked in government projects, and we think the way you provided this [behavioural design] information has allowed us to engage with a new way of thinking.” – so it was part of positive and lovely feedback, but it does highlight a gap in the way we approach government projects and initiatives.

We often prioritise the technical aspects – policies, infrastructure, and regulations – while overlooking a fundamental element of the problem we are trying to solve: human motivation and psychology.

The historical oversight of behavioral science in government can be attributed to several factors, despite the recognition of its potential by organisations like the UK Nudge Unit and Australia’s own Prime Minister and Cabinet’s BETA group. Firstly, behavioural science represents a relatively novel and innovative approach to policymaking, which may have initially faced resistance in more traditional bureaucratic structures.

Another reason is that behavioural science is a specialist field, requiring expertise in psychology, economics, and social sciences. This specialisation can lead to a perception of complexity and exclusivity, which can hinder its integration into mainstream government practices.

But the application of behavioural insights can yield significant benefits. From increasing tax compliance to improving healthcare choices, these initiatives have showcased the transformative power of behavioural science in achieving policy goals more effectively. As governments worldwide recognise these successes, there is a growing momentum to incorporate behavioural science into the heart of decision-making processes, ensuring policies and services are not only well-intentioned but also grounded in research-based insights into human behaviour.

So, why should every government project take into account the nuances of human behaviour and psychology?

1. Precision in policy design

Understanding how people perceive and respond to policies is really important. Consider Australia’s recent environmental conservation efforts. By incorporating behavioural insights, policies promoting sustainable practices can be designed based on knowing what motivates citizens to reduce their carbon footprint or engage in recycling can lead to more effective, targeted campaigns.

Understanding underlying motivations and barriers to the behaviour allows us to design more effective policies.

2. Community engagement and trust: Behavioural insights can inform strategies for enhancing transparency, communication, and community involvement. By addressing the psychological factors that influence public trust, government can create an environment where citizens feel valued and heard, leading to greater support for initiatives.

Government should think beyond the standard (and sometimes tired) ways to engage with community. Surveys and stakeholder workshops have their place, but there are better ways to engage people to get real insight into their needs and behaviour.

3.Public communication campaigns

Behavioural insights are invaluable when creating public communications campaigns, for example health campaigns. Whether it’s promoting vaccination, healthy eating, or smoking cessation, understanding the psychology of behaviour change is essential. Government can design communication strategies that resonate with the target audience, making these campaigns more effective in achieving their goals.

Behavioural design and communications is a powerful combination.

4. Data-driven decision making

Integrating behavioural insights into projects allows for data-driven decision-making. Collecting and analysing behavioural data provides tangible metrics to assess project effectiveness and refine strategies over time. Good behavioural design is always based on evidence from literature and academic studies, then informed by primary research for the specific context, followed by design based research on interventions (think trials and RCTs), and finally with robust measurement and evaluation after implementation.

Behavioural science is an important, if not the most critical part, of solving complex the engagement and behavioural challenges government seeks to address. This includes but is not limited to healthcare, housing and urban planning, environmental conservation, welfare and more.

Almost every government project will benefit from understanding behaviour and psychology. I’d even go so far as to say that it is not an option, but a necessity. It empowers public servants to create initiatives that resonate with the public , ultimately leading to more impactful, responsive, and citizen-centric outcomes.