From Nudges to Persistence. A Sustainable Behavior Change Strategy That Works

I wrote a post the other day on LinkedIn that went viral. It was sparked by recent articles from the Wall Street Journal and The Guardian discussing the evolving applications of nudging in behavior change. The post ignited a lively discussion among experts about the role of nudges in behavior change.

My colleagues and fellow BSers wrestled with one question in particular: Can nudges promote long-term behavior change? For those of you who are change champions in your respective fields, focused on driving impactful and enduring transformations, this question strikes at the heart of our collective efforts. If your goal is to achieve change that lasts beyond initial interventions, nudges alone won’t cut it.

An analogy might be useful. A nudge is like a person running into Central Park, waving their arms in attempt to get the pesky pigeons to leave the area. And as the pigeons begin to scatter in different directions, the person stops for a moment and stands back, smiling at a job well-done. The pigeons are gone. But we all know what happens next. Five minutes after the person walks away, the pigeons return to their original roosts.

Lately, I’ve been thinking a lot about these pigeons. How can we improve the state of our field for our clients, partners, and end users who will benefit from long-term impact? Certain behavior change initiatives may disrupt momentarily and have immediate impact – pigeons scattering. But, as our CEO at INFLUENCE AT WORK (UK) , Steve Martin, says, “The things that produce an instant impact are rarely the same things that deliver persistent change.”

True persistence in behavioral science involves strategies that lead to change over the long run. True persistence looks like pigeons that scatter - and never come back.

It starts with the nudge – but that’s about it

Nudges, those subtle behavioral interventions, have undeniably earned their place in the arsenal of tools for influencing human behavior. Amy Buchner, Chief Behavioral Officer at Lirio, notes, "Nudges got us here, especially around episodic behaviors or starting change journeys." This sentiment underscores their role in triggering initial shifts in behavior patterns. From encouraging healthier eating choices to promoting sustainable practices, nudges have demonstrated their efficacy in steering individuals towards desirable actions without imposing heavy costs or disrupting existing systems. And for that, my hat goes off to the nudge.

However, the very appeal of nudges—quick, cost-effective, and relatively easy to implement—poses a paradox. While they have enabled significant advancements in behavioral science by making interventions accessible and approachable, they also risk becoming a barrier to progress towards more profound, sustained behavior change.

I’ve noticed this in my own client work over the years. Behavioral scientists – the nudgers – have been branded as the change experts who can make things happen with little effort and investment. All that’s needed is a simple change of phrasing or switching of the default – a near costless intervention that will save our clients and users time and money. The irony of it all is the thing that got us a seat at the table is the thing that's preventing us from moving on to a bigger, more important table.

Moving beyond the nudge

Nudges may “initiate change journeys”, as Bucher puts it above, but if a nudge starts things, there needs to be something else to continue and maintain the desired change. Collaborator and fellow social psychologist, Dr. Guy Champniss adds a perspective, noting that while nudges can kickstart behavior, sustaining it requires deeper motivational factors: "A nudge can be useful in instigating the behavior but after that, there needs to be some form of reflective motivation to keep the process rolling forward."

Guy’s proposal harkens back to some classic concepts in social cognitive psychology, mostly related to goal and habit theory. One of my colleagues, Dr. Amanda Henwood, talks about persistent change as “repeated engagement with the targeted behavior through habit formation.” The idea being that a mechanism of sustained behavior change comes from creating “positive and self-reinforcing feedback loops over time, tapping into fundamental human motivations, such as social connection and ego maintenance.”

In fact, INFLUENCE AT WORK President, Professor Robert Cialdini, has been talking about persistence in behavior change for decades, long before the concept of the nudge, as understood in his principles of influence and persuasion. But it’s the newly added 7th Principle of Unity that emphasizes the power of shared identity and collective action in sustaining behavior change. By fostering unity among individuals or groups, organizations can cultivate a sense of belonging and commitment that enhances persistence in adopting new behaviors. This principle underscores the importance of building social cohesion and community engagement as integral components of effective behavior change strategies.

Using all the science-based tools at our disposal

Beyond the initial impact of nudges lies a pressing need to diversify our approach to behavior change. Two thought leaders in the behavioral science space,Jennifer Naschen and Christian Hunt, advocate for integrating insights from various disciplines, such as service design, clinical psychology, and anthropology, to address the multifaceted challenges of sustaining behavioral changes.

Nachshen, Director of the Bond Behavioral Institute, draws from her clinical practice, arguing for a holistic consideration of contexts and systems to support lasting behavior change. “Nudges make for great storytelling, but there is so much more that the field of psychology can offer to the business world,” she says, “Real change requires a more multi-dimensional consideration of contexts and systems.”

Broadening our toolkit is crucial to move beyond the limitations of nudges towards more comprehensive strategies that resonate with the complexities of human behavior. The dangers of not doing so will stymie our growth and relevance as a field. Lindsay Kohler, Lead Behavioural Scientist at scarlettabbott, comes down hard on the oversimplification that comes with nudging, suggesting it “cheapens the depth of thought that goes into lasting behavioral change.”

I couldn’t agree more, Lindsay.

From cheap to premium

Moving beyond the nudge in behavioral science is crucial for sustaining impactful change. As we confront today's challenges—from health crises to environmental sustainability—we must embrace approaches that endure beyond quick fixes.

Persistence in the different change initiatives isn't just about scattering pigeons; it's about preventing their return to the same old roosts. True impact comes from lasting transformations that capture the complexity – and messiness – of human nature. It’s time that we focus on strategies that stand the test of time, ensuring our efforts in behavioral science lead to enduring, persistent change.