How to Choose the Right Behaviour Change Theory?
Welcome back changemakers,
In our last iceberg series, we dove beneath the surface to explore the hidden structures and mental models that truly drive change. But as any changemaker knows, knowing what needs to shift is only one step.
This time, we're tackling the next crucial question: How do you choose the right theories for lasting change?
If you've ever felt overwhelmed trying to choose the “right” behaviour change theory for your program, you're not alone. With so many models out there—from COM-B to Social Cognitive Theory—it’s easy to get stuck in analysis mode.
The good news? You don’t need to master every theory. You just need to match the right one to your context.
In this edition, we’ll help you cut through the noise and get clear on how to pick a theory that actually moves your program forward.
This newsletter contains: Framework
Guide to Choosing the Right Behavior Change Theory for Your Program
Start With Your Goal
What specific behavior are you trying to change?
Is it a one-time action (e.g., vaccination) or a long-term habit (e.g., daily exercise)?
Knowing your goal narrows down the list fast. For example, if you're focused on creating lasting habits, look for theories that address maintenance, not just initiation.
Consider Your Audience
Are you working with individuals, groups, or entire communities?
What’s their current level of motivation and capability?
Theories like the Health Belief Model work well when personal beliefs are key barriers, while models like Social Cognitive Theory shine when social dynamics are central. If confused, chat with us - we can brainstorm on how to get you unstuck.
Map the Barriers
Use simple tools like COM-B (Capability, Opportunity, Motivation – Behavior) to pinpoint whether your challenge is about skills, environment, or mindset. This diagnostic step helps you focus on theories that tackle your program’s real bottlenecks.
Match Theory to Context
Complex systems? Look to frameworks like the Behavior Change Wheel.
High-stakes decisions? Nudge Theory or MINDSPACE might offer the best fit.
Remember: No theory is perfect, but a well-matched one makes your strategy stronger—and your outcomes more sustainable.
When your teams are trying to shift habits, a well-designed communication tool (like playbooks, guides, or journals) can be the key instrument to help translate behavioural insights into materials that people relate with.
We work closely with your program, research and field teams to develop these customised tools for your programs in adaptable formats. WhatsApp us your challenges and we can think it out together.
What’s Next?
You’ve got the roadmap—now let’s zoom in.
In our next edition, we’ll break down one of the most widely used behaviour change theories: the Transtheoretical Model (Stages of Change). You’ll learn how to apply its stages—from precontemplation to maintenance—to guide people through meaningful, step-by-step transformation.
Until then, keep this in mind: the best theory is the one that helps you take the next best action.