The key to change is no change

There is a common assumption out there stating that the hardest thing to change is people's behavior. And that the hardwalked path leading to change goes through knowledge and attitude change.

During the years I have found evidence proving this is totally wrong. In fact people can change their behavior anytime, only they find the right incentive. But they hate to say they changed their opinion (attitude).

Recycling is probably the best example. A lot of people say they don't want to recycle. They don't think it makes any good (the trash is eventually mixed up anyway) or they don't think it's important to protect the environment (the nature will take care of it - it always has).

Still those people normally recycle - if anyone tell them to and give them the right equipment to do so. In fact a Swedish survey a couple of years ago showed only 1of 5 recyclers believed it did any good. But still the continued to contribute. Why? Because there are social incentives telling them that if they don't, they will break the rule. And good people don't do that unless they have a good reason. One good reason is bad equipment. But when the equipment is fine - you better sort your  trash.

The key to change is to find the incentive that fit the target user. Not to change his or hers  opinion of any incentive.

Comments

[Mr H]

Hans,
Interesting articles. I have been teaching behavior change for many years. I offer this food for thought.

In most cases behavior change is performed by systems and Process changes. This can be in our work life or in our personal life. I see little diffeference.

And most immediate change can be seen in RADICAL or catastrophic events in our lives. How much behavior change would one go through if we lost the child or our job or our health.

I am reminded of the process of driving on the Super highway in the morning hour traffic. We all creep along and cut into the traffic JUST TO GET AHEAD. But somehow our attitude and behavior changes when we come to the 4 way stop sign and there is but one car opposing us and we smile and wave the other to please go before us with a smile and a feeling of courtesy.

Behavior has both negative and positve reaction and the process and systems of our lives dictate how we react and our LEARNED PERCEPTION of how to survive them alters how we react.

I think your fine articles are good for us all to read and I will keep my eye here on your thoughts.

Thank you for your contributions to shaping our lives as we travel this journey together.

Mr H