Beyond Behavior Change | Sustainable Brands

“ When we overlook the verb in behavior change, we run the risk of turning behavior change into a ‘thing,’ as if a concrete object. We also are unwittingly acting like engineers when we need to be thinking more like psychologists. Behavior change is dynamic. It is also nonlinear, driven by cognitive, affective and social levers. When we rush into solutions and applications too quickly, we short-circuit the potential to go deeper, and get the results and traction we need.”