As fuel prices continue to soar to astronomical levels in recent weeks, there’s been quite a lot of discussion around behavioural change when it comes to transport choices (though our editor Jack reckons petrol may need to reach £3 a litre before people start to leave the car at home).
Actually, it’s not a little threat at all, it’s massive (to be fair, university lecturers are hardly ever succinct)…
A habit is a behaviour that, through lots of repetition in a specific context, shifts from being triggered deliberately by your choices to being triggered automatically by the environment you're in.
For example, you might start out thinking carefully about your daily breakfast, but if you end up having the same breakfast every day, chances are you'll eventually find yourself going through the motions automatically when you wander into the kitchen in the morning.
This business of doing things "on autopilot" is a hallmark of habit. So is feeling weird if you don't do your usual thing. These are key tests within the "Self-Report Habit Index", which is a common measure used by psychologists to measure habit strength.
Now, habits are generally a good thing! If you spent five minutes every day thinking through the pros and cons of all your breakfast options, only to always settle on cornflakes, that's 35 wasted minutes every week. Your mind addresses this by saying something like: "Every morning, in this kitchen, we always end up eating cornflakes. Let's just automatically make cornflakes every morning we're in this kitchen and save all the time and effort."
And so, after a while, merely being in the right place at the right time triggers the behaviour.
Now here's the important bit: from this point on, THE BEHAVIOUR IS NO LONGER A CONSCIOUS CHOICE. This means that telling you new things about the behaviour, or making it more expensive, isn't likely to change anything. The behaviour is just what you do.
You don't really think through scratching an itch - you just do it without thinking when you have an itch. People don't really think through driving to the shop for milk - they just do it when they need milk.
Now imagine, over the past few years, information has emerged about slavery in the cornflake industry. Why are you not abandoning the flakes? Why do you carry on eating them despite knowing the harms? You monster!
The answer, of course, is that the new information - which you've certainly heard and internalised - is no longer part of your cornflake action chain. You might know it, but it's in a very separate part of your mind to the part that pours the flakes into the bowl each morning.
So how do we solve this? How do we change behaviours that have "crystallised" to the point that what a person thinks isn't very important in a lot of their everyday actions?
The answer is that, as these behaviours are triggered by familiar contexts, the best time to intervene is when these contexts are disrupted. If you aren't in your kitchen, it simply can't trigger you automatically to start preparing cornflakes.
Similarly, if you move house or start a new job, your everyday journeys become different, providing a new travel context that doesn't have the same associations as the old one.
So anything that breaks your routines and puts you in new settings is a good chance to make change - your conscious decision-making is reactivated, providing a window of opportunity to rethink, to pay attention to information and to price signals.
Importantly, however, old habits don't just evaporate overnight. Even when a change of environment means you're no longer being triggered to perform an action, the proclivity to do so remains, lurking under the surface, ready to re-emerge when back in the old environment.
All this points to three lessons for policymakers:
- Stop expecting new information, or incremental price changes, to alter ingrained behaviours. Just stop it. Seriously.
- Look for times when people's lives are disrupted and GO IN HARD to encourage change at this point (Policymakers: you already know when all these points are! Moving house, having a child, getting a new job, retiring... We literally tell government when we do these things!).
- Support new behaviour long enough that old habits can fade away entirely. This will take weeks, or months. "Bike to work day" isn't going to cut it, because the underlying urge to drive remains intact despite the day off. Same for "Healthy eating week" or whatever.
As a final nuance, one of the earliest bits of work on habit by my old colleague Bas Verplanken showed that when in a habitual state, people are less likely to seek information about the behaviour in question. So there's a possibility of vicious cycles whereby people locked in habits are less likely to find the information about alternative behaviours that might prove useful when their contexts eventually get shaken up, and so are less prepared eventually to change.
(I'd suggest there's also an important extra process, whereby people post-hoc rationalise and defend actions that were not conscious choices as though they were. But this thread is already too long. And just to be explicit: habits aren't the only reason behaviour is hard to change. But it's a big one, and it's one policymakers and campaigners tend not to address.)
So in sum:
1. We're mostly doing behaviour-change wrong, squandering the best opportunities to make sustainable changes
2. Study psychology!