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Alex Batchelor | @alexbatchelor
Chief Operations Officer
BrainJuicer
On	
  a	
  Quest	
  for	
  Solving	
  Ever	
  More	
 ...
Sustainable	
  Brands	
  London:	
  18th	
  November	
  2015	
  
Joss	
  Tantram	
  FRSA	
  MICRS	
  
Partner,	
  TerraEin...
Session	
  overview	
  
§  Introduction	
  &	
  context	
  –	
  
Joss	
  Tantram	
  (Moderator)	
  
§  Expert	
  inputs	...
“Human	
  behaviour	
  
/lows	
  from	
  three	
  
main	
  sources:	
  
desire,	
  emotion,	
  and	
  
knowledge”	
  
	
  ...
A	
  Quest	
  for	
  Solving	
  Ever	
  More	
  
Complex	
  Behaviour	
  Change	
  Challenges	
  
The	
  territory:	
  
µ...
A	
  Quest	
  for	
  Solving	
  Ever	
  More	
  
Complex	
  Behaviour	
  Change	
  Challenges	
  
Challenges	
  for	
  cha...
A	
  Quest	
  for	
  Solving	
  Ever	
  More	
  
Complex	
  Behaviour	
  Change	
  Challenges	
  
Challenges	
  for	
  cha...
“Affairs	
  are	
  easier	
  of	
  
entrance	
  than	
  of	
  exit;	
  
and	
  it	
  is	
  but	
  common	
  
prudence	
  t...
A	
  Quest	
  for	
  Solving	
  Ever	
  More	
  
Complex	
  Behaviour	
  Change	
  Challenges	
  
The	
  challenge	
  of	
...
A	
  Quest	
  for	
  Solving	
  Ever	
  More	
  
Complex	
  Behaviour	
  Change	
  Challenges	
  
The	
  challenge	
  of	
...
Our	
  experts	
  
§  Alex	
  Batchelor	
  -­‐	
  Chief	
  
Operations	
  OfEicer,	
  
BrainJuicer	
  
§  Sille	
  Kruko...
On a Quest for Solving Ever More Complex Behavior Change Challenges: Emerging New Tools and Frameworks
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On a Quest for Solving Ever More Complex Behavior Change Challenges: Emerging New Tools and Frameworks

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On a Quest for Solving Ever More Complex Behavior Change Challenges: Emerging New Tools and Frameworks

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On a Quest for Solving Ever More Complex Behavior Change Challenges: Emerging New Tools and Frameworks

  1. 1. Alex Batchelor | @alexbatchelor Chief Operations Officer BrainJuicer On  a  Quest  for  Solving  Ever  More  Complex  Behavior   Change  Challenges:  Emerging  New  Tools  and  Frameworks Joss Tantram | @terrafinity Founding Partner Terrafinity Sille Krukow Chief Behavioral Designer Krukow
  2. 2. Sustainable  Brands  London:  18th  November  2015   Joss  Tantram  FRSA  MICRS   Partner,  TerraEiniti  LLP/  Towards  9  Billion   Old  challenges   new  tools?   Solving  Ever  More  Complex   Behaviour  Change  Challenges          
  3. 3. Session  overview   §  Introduction  &  context  –   Joss  Tantram  (Moderator)   §  Expert  inputs  -­‐  Alex   Batchelor  &  Sille  Krukow     §  Discussion  and  questions   from  the  audience
  4. 4. “Human  behaviour   /lows  from  three   main  sources:   desire,  emotion,  and   knowledge”     Plato   Context   {
  5. 5. A  Quest  for  Solving  Ever  More   Complex  Behaviour  Change  Challenges   The  territory:   µ  Sustainability  represents  an  innate   challenge  of  change  –  in  value   systems,  production  and  behaviour.   µ  Whilst  we  change  all  the  time,  we   both  resist  some  forms  of  change  and   embrace  others.   µ  Sustainability  is  often  undermined  by   the  quirks  of  being  human.  
  6. 6. A  Quest  for  Solving  Ever  More   Complex  Behaviour  Change  Challenges   Challenges  for  change   µ  People  make  choices  contextually  –  not   on  an  absolute  basis  –  choice  arises   primarily  from  availability.     µ  Economic,  cultural  and  industrial   infrastructure  is  a  signiEicant  determinant   –  it  mediates  the  range  of  choices   available  to  us.     µ  Only  a  minority  of  people  will  act  on  their   values  when  it  is  difEicult.    
  7. 7. A  Quest  for  Solving  Ever  More   Complex  Behaviour  Change  Challenges   Challenges  for  change   µ  The  status  quo  bias  –  we  prefer  the   familiar.   µ  The  idiocy  of  crowds  –  the  mass  effect  of   behaviour  doesn’t  always  reElect  the  logic   of  individuals  within  it.     µ  Novelty  attracts,  familiarity  retains  –  its   more  difEicult  to  get  rid  of  old  things  than   introduce  new  ones.  
  8. 8. “Affairs  are  easier  of   entrance  than  of  exit;   and  it  is  but  common   prudence  to  see  our  way   out  before  we  venture   in.”     Aesop   Out  with   the  Old?   {
  9. 9. A  Quest  for  Solving  Ever  More   Complex  Behaviour  Change  Challenges   The  challenge  of  change   µ  Sustainable  behaviour  change  is   too  often  presented  as  a   dichotomy:  of  values  and  choice.   µ  Humans  make  decisions  based   upon  a  mix  of  rationality,  custom   and  comfort  –  if  we  ignore  this,  we   are  likely  to  fail.  
  10. 10. A  Quest  for  Solving  Ever  More   Complex  Behaviour  Change  Challenges   The  challenge  of  change   µ  A  traditional  focus  upon  facts  –  which   are  often  not  enough  on  their  own.   µ  New  approaches  to  psychology  and   neuroscience  have  much  to  teach  and   offer  sustainability.   µ  How  can  we  move  from  sustainable   aspiration  (I  would  if  I  could)  into   sustainability  actuality  (I  will  and  I   can)?  
  11. 11. Our  experts   §  Alex  Batchelor  -­‐  Chief   Operations  OfEicer,   BrainJuicer   §  Sille  Krukow  -­‐  Chief   Behavioral  Designer,  Krukow

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