Change for Good
It is not about convincing people harder, but making good choices easier
Most people already know what the better choice is. But knowing what matters is not the same as acting on it. Change happens when the right choice feels easy, personal and worth doing now.Change for Good is about using behavioural economics for a better world. It shows that people are shaped by emotion, habit, context, timing, social cues, framing and friction. So if you want people to act differently, do not just give them more information. Make the first step small. Make the impact visible. Make the behaviour feel normal. Use data to guide the work, but emotion to move the person. Because if people feel nothing, they do nothing.
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