Human behaviour – including how we interact with nature – is complex, influenced by many different social, economic and cultural factors unique to individuals, communities and nations.
Now help is at hand for anyone keen to take a more scientific approach to penetrating the mysteries of human behaviour.
Bridging the disconnect between rational, fact-based decision-making and emotional or instinctive behaviour, behavioural science is helping civil society organizations, communities, governments, and corporations design strategies and approaches that unlock positive behaviour change, and encourage us to make choices for a carbon-neutral and nature-positive future.
Save Nature Please
To make the fundamentals of behavioural science as accessible as possible for organisations, teams and individuals seeking to drive positive change, WWF has produced a new practical framework, ‘SAVE NATURE PLEASE’, designed to support more effective interventions – from global communications and campaigns to citizen and community engagement.
In its essence, the framework proposes a three-step process – each comprising a flexible menu of subsidiary components – for applying behavioural science to the development, delivery, evaluation, and scaling of behaviour change.