What do we understand by Behavior Change Science?
Behavior Change involves helping people adopt healthier and more sustainable habits, or abandon those that are harmful, with the goal of improving their well-being and strengthening their communities. It is not simply about changing the way people think, but about promoting lasting changes in actions, so that new behaviors become embedded in social norms and turn into the natural and accepted way of acting.
How is it different from education?
Awareness provides the knowledge needed to understand an issue, but it does not guarantee action. Knowing what is happening does not always lead to acting. This is where behavior change makes a difference: it helps people turn that knowledge into concrete actions that contribute to addressing the situation. In other words, behavior change bridges the gap between knowing and doing.
How does Behavior Change work?
Behavior change is not about imposing solutions, but about deeply understanding the people we aim to support. Every community, every group, every individual has their own values, needs, aspirations, and barriers. That is why the first step is always to listen and gain a deep understanding of the audience we are addressing.
From this understanding, we design strategies that respect cultural diversity, promote active participation, and foster changes that are relevant and sustainable within each context. We believe that real change only happens when people feel that the solutions are their own, not imposed from the outside.
Moreover, our approach is guided by fundamental ethical principles: we work with respect, transparency, and a commitment to collective well-being. We steer away from manipulative or coercive techniques. Instead, we promote dialogue, mutual learning, and the co-creation of alternatives that strengthen both individuals and their communities.
Thus, behavior change is not just a tool to transform habits — it is a process of empowerment and collaboration aimed at building a more just and sustainable future for all.