Want to transform behaviour? Start with beliefs - here's why...

If you’re working on behaviour change, this post is for you and I hope it helps and starts a conversation. I think a lot of our efforts to change behaviour have been wrong because they’ve been looking at things in the wrong way.

I think that instead of trying to change behaviour, we should first seek to change beliefs.

Changing our beliefs can have a profound impact on our behaviours because our beliefs shape our perception of reality and influence the choices we make. 

Our beliefs are deeply ingrained mental frameworks that guide our thoughts, emotions, and actions. 

When we hold certain beliefs, they create a cognitive bias that filters and interprets incoming information to align with those beliefs.

Beliefs act as a lens through which we view the world, and they influence our decision-making process. 

If we believe that exercise is beneficial for our health, we are more likely to engage in physical activities. 

Conversely, if we hold the belief that public speaking is terrifying, we may avoid opportunities to speak in public.

When it comes to changing behaviours, addressing and modifying beliefs is therefore crucial because behaviours often stem from underlying beliefs and attitudes. 

If we want to drive behavioural change effectively, we need to challenge and reshape the beliefs that support undesired behaviours. 

And there’s a lot we can learn from Transformative LEarning Theory in the process:

Here's how projects can address changing beliefs:

Identify and Understand Existing Beliefs:

Conduct thorough research and analysis to identify the beliefs that currently influence the target behaviours. This involves gathering data, conducting surveys, and using qualitative research methods to gain insights into people's attitudes, values, and underlying beliefs. Do the same for a sample already performing the desired behaviours too. Work out the differences and similarities, how to move from one set of beliefs to the other.

Facilitate Disorienting Dilemmas: Introduce experiences or information that challenge individuals' existing beliefs and create cognitive dissonance. Expose them to conflicting viewpoints, thought-provoking scenarios, or real-life stories that disrupt their mental frameworks. This prompts individuals to reevaluate beliefs and consider new possibilities.

Encourage Dialogue and Constructivist Learning: Foster open dialogue where individuals can share beliefs, engage in respectful debates, and listen to diverse perspectives. Constructivist learning emphasises the active construction of knowledge through interaction and collaboration. Constructive conversations help challenge beliefs, learn from others, and co-construct new understandings.

Engage in Critical Reflection: Encourage individuals to question their existing beliefs and assumptions. Provide opportunities for self-reflection through activities like journaling, group discussions, or guided introspection. This process raises awareness of beliefs, examines their origins, and considers alternative perspectives.

Create Transformative Learning Experiences: Design experiences that engage individuals emotionally and experientially. Use storytelling, simulations, role-playing, or immersive activities to explore different viewpoints and personally connect with desired behaviours. These transformative experiences evoke emotions and facilitate personal growth.

Foster a Safe and Supportive Learning Environment: Establish an environment where individuals feel safe to express thoughts, challenge beliefs, and make mistakes without fear of judgement. Encourage respect, curiosity, and openness to diverse perspectives. When individuals feel supported, they are more willing to explore and consider alternative beliefs.

Integrate Reflection and Action: Encourage individuals to reflect on their learning experiences and align new beliefs with values and goals. Provide opportunities to apply transformed beliefs through action. By linking reflection and action, individuals solidify new beliefs and behaviours, reinforcing the transformative learning process.

Continuous Reinforcement: Consistently reinforce desired beliefs and behaviours through ongoing communication, reminders, and incentives. Provide positive reinforcement and recognition for individuals adopting desired behaviours. This sustains belief change and encourages ongoing action.

Offer Positive Role Models and Social Proof:

Highlight examples of individuals or groups who have successfully adopted the desired behaviours. Social proof, or the idea that people tend to follow the actions of others, can be a powerful tool for changing beliefs. Seeing others who have achieved positive outcomes through the desired behaviours can influence belief change.

Appeal to Emotions:

Emotions play a significant role in shaping beliefs and behaviours. Develop messaging and communication strategies that communicate with empathy, inspiration, and hope. Emotional appeals can help individuals connect on a deeper level and be more receptive to belief change.

Addressing beliefs means that projects aimed at behaviour change can create a strong foundation for sustained and meaningful transformations. 

And they all start with listening and understanding where people are coming from and where they want to be going.

By targeting the underlying beliefs that drive behaviours, you stand a better chance of inspiring people to embrace new perspectives, make different choices, and ultimately transform in ways that help them to better meet their needs.