Defaults: The power of inertia

People tend to go with default options, making it a powerful behavioural change tool. When people are automatically enrolled in programs, they rarely opt out.

Application: Set beneficial behaviours as the default option in your change initiatives. For example, automatically enrol employees in wellness programs, with an option to opt out, rather than requiring them to opt in.

Example: In Sweden, 92% of citizens are stuck with a default pension plan despite a national campaign encouraging them to make an active choice from 456 investment options.

Salience: Drawing attention to what matters

People are more likely to pay attention to novel, simple, and personally relevant information. Make sure your message stands out and is easy to understand.

Application: Highlight key messages by making them visually or contextually distinct. Simplify complex ideas so they’re easier to grasp.

Example: In marketing campaigns, emphasise clear, bold calls-to-action and use language that reflects customers' personal experiences.

Priming: Subtle environmental cues

Priming refers to the way subconscious cues—like words, sounds, or smells—can trigger behaviour. Even subtle environmental changes can influence decisions without people being aware.

Application: Use sensory triggers to prime desired behaviours in the workplace or customer interactions. For instance, the smell of fresh citrus can subconsciously encourage cleanliness and hygiene.

Example: In a study, introducing a citrus scent in hospitals significantly increased the number of people using hand sanitisers without them realising the smell was influencing their behaviour.

Affect: The role of emotions in decision-making

Our emotions have a powerful impact on our behaviour. Decisions often come down to how we feel, not just what we know.

Application: Use emotional triggers to influence behaviour. Emotional appeals—whether it’s humour, fear, or sadness—can move people to take action.

Example: Graphic images on cigarette packs that evoke fear and disgust have been shown to be highly effective in reducing smoking rates.

Commitments: Leveraging public promises

We strive to be consistent with our public promises. Once we’ve made a commitment, we are more likely to follow through to avoid looking unreliable or inconsistent.

Application: Encourage public commitments. When people state their goals publicly, they are more likely to achieve them.

Example: A company might ask employees to make public wellness commitments, such as pledging to walk 10,000 steps a day. Once shared with colleagues, the likelihood of sticking to the commitment increases.

Ego: Aligning actions with self-image

People behave in ways that help them maintain a positive self-image. When we feel good about ourselves, we are more motivated to engage in behaviours that align with that image.

Application: Reinforce positive behaviours by linking them to self-esteem. For example, frame messages in a way that boosts people’s self-image and makes them feel good about their choices.

Example: Campaigns encouraging the use of sunscreen often show images of ageing skin, appealing to people’s desire to maintain their youthful appearance, which is more effective than warnings about skin cancer.

How to use MINDSPACE in strategic change initiatives

The MINDSPACE framework offers a wide range of techniques that can be adapted across industries and domains. Here’s a step-by-step guide for how to use MINDSPACE effectively in your change initiatives:

1. Identify the behaviour you want to influence: Start by clearly defining the behaviour or decision you’re looking to change.

2. Analyse the Audience: Understand your audience’s current mindset. Are they already motivated to change, or are they resistant? Do they trust your messengers?

3. Select the Relevant MINDSPACE Techniques: Depending on the behaviour and the audience, select the MINDSPACE elements that will have the most impact. For example, if the audience is resistant, focus on defaults and norms. If they’re already engaged, commitments and incentives may be more effective.

4. Test and Iterate: behavioural change is contextual. Test different combinations of MINDSPACE techniques, measure the results, and adapt your approach based on what works best for your audience.

Draw on behavioural science techniques to sharpen your strategic change initiatives.

The MINDSPACE framework provides a rich set of behavioural techniques that can help you drive change at both the individual and organisational levels. By engaging both automatic and reflective systems, you can influence behaviour more effectively and create a lasting impact.

Whether you’re designing a marketing campaign, shaping policy, or transforming your team’s culture, MINDSPACE offers a toolkit that covers the brilliant basics of human behaviour.