November 2024 Newsletter
Ever done the opposite of what you’re told? Discover the behavioural science behind why we rebel in our November newsletter.
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Fun Fact
Did you know that 70% of pet owners buy Christmas presents for their pets?
Research also reveals that over a quarter of people in the UK prioritise buying gifts for their pets over those for family or friends! Will your furry friend be on your holiday shopping list this year?
The behavioural science behind why people buy Christmas gifts for their pets revolves around emotional attachment, societal influences, and psychological factors:
Emotional Attachment: Pets are increasingly viewed as family members. Owners often feel a deep emotional bond with their pets, treating them as integral parts of their lives. This anthropomorphism (attributing human qualities to animals) leads to behaviours like gift-giving during the holidays as an expression of love and gratitude.
Social Norms and Cultural Influences: The trend of treating pets as part of the family has grown with societal changes, reinforced by marketing that encourages pet spoiling. People feel social pressure to include pets in holiday celebrations to align with broader societal norms.
Reward and Gratification: Giving gifts, even to pets, releases dopamine, the brain's "feel-good" chemical. This makes gift-giving a rewarding activity for pet owners, increasing their own holiday joy. Owners may also enjoy seeing their pet’s excited reaction to toys or treats.
For many, pets provide unconditional love and companionship, so owners often feel the need to reciprocate by treating them during holidays!
*Source: Brooke
'BS' of the month
A one-minute introduction to a behavioural theory
Reciprocity – We are naturally inclined to return kindness when received.
The reciprocity theory suggests people feel a natural obligation to return favours, which is particularly noticeable during the Christmas season. When you receive a gift, there’s often a desire to give something back, reinforcing social bonds and deepening our connections with others. This is deeply ingrained in our social behaviour during the holidays.
This theory is deeply ingrained in our holiday traditions, but it doesn’t stop at personal relationships. Retailers frequently tap into reciprocity during this time of year by offering holiday-themed freebies, "gift-with-purchase" promotions, or other gifts of generosity. These gestures aren’t just festive - they’re strategic. Research shows people are more likely to buy from businesses that have given them an unexpected gift, creating goodwill while driving sales.
Interested in how reciprocity can drive lasting change? Contact us today to learn how we apply this principle in promoting sustainability, health, and community development.
What's new in our Changemaker Academy
GUIDE: 5 ways to engage young people in ‘vape free’ services
In this article, our CEO, Kelly Evans, shares her insights from over 20 years' experience in reducing smoking prevalence in the UK, including her roles in the NHS, government, and her work with Social Change. Discover the key takeaways.
INSIGHTS: Insights from 20+ years: Smoking and behaviour change
Engaging young people in the UK with stop-vaping services requires strategies tailored to their unique behaviours, preferences, and social influences. Discover five evidence-based ways to make such services more appealing and effective...
Curious about how behavioural science can help us achieve a smokefree 2030? Dive into our full article to explore who’s still smoking, the challenges they face in quitting, and how we can leverage behavioural science to support successful smoking cessation.
Discover work that delivers change
Twas the Change before Christmas
‘Twas the change before Christmas, and all through the year, the Social Change team spread plenty of cheer.
From first aid to flu, mental health and more, our festive video tells of projects galore!
So click, watch, and see all the work we’ve done, to make lasting change for everyone.
Sustainable Festive Tips for the Season
Wrap it right
Each Christmas, the UK discards enough wrapping paper to circle the Earth nine times - that’s a staggering 227,000 miles! This year, consider swapping traditional paper for recycled or reusable options. It’s an easy way to reduce waste and support a sustainable future.
By choosing eco-friendly wrapping, you’re not just protecting the planet - you’re inspiring others to make greener choices, too. Small actions can spark big change!
Gift thoughtfully
A surprising 30% of Christmas gifts go unused or discarded. Why not try something different this year? Give experiences like a cooking class, a day out, or something handmade with love. These gifts create lasting memories and reduce waste.
At Social Change, we believe in giving with intention. Thoughtful, sustainable gifts show care for both people and the planet, setting an example for others to follow.
Keep an eye on our social media for more tips to help you make the holidays sustainable and meaningful!
What's happened at Social Change HQ
Meet Marci: A Day with the Changemakers
We were delighted to welcome Marci, a student from Lincoln College, for a work experience week with our team. Marci had the opportunity to explore the diverse and dynamic roles that drive our work in marketing, design, and behavioural science.
Her week included working on creative campaigns, gaining insights into marketing strategies, and collaborating with our Behavioural Insights team to understand the science behind what we do. From concept creation to data-driven decision-making, Marci experienced how each department contributes to delivering impactful projects.
Curious about what she learned and how the experience unfolded? Read all about it here!
Festive Cheer with the Changemakers
The team kicked off the festive season with our annual Secret Santa, followed by a celebration filled with delicious food, great company, and plenty of holiday cheer. It was the perfect way to reflect on another fantastic year at Social Change!
We're hiring!
Looking to make a real impact through your work? We’re hiring a New Business Manager/ Bid Writer to join our team of Changemakers.
Imagine working on proposals that tackle topics like drug awareness and youth smartphone use, all while collaborating with top clients like the Government and NHS. If you’re strategic, curious, and enjoy creating persuasive solutions, we’d love to hear from you.
Read the full job description and details on how to apply
A message from our CEO
“As we near the end of the year, I want to take a moment to thank our incredible clients and partners. This year, we’ve joined forces on some brilliant projects, working together to create meaningful change in communities across the UK. We’ve also welcomed three talented new members to our team this year, each bringing passion, creativity and changemaking skills.
Looking ahead to 2025, we’re staying true to our B Corp values and focussing on the big challenges - like tackling climate change. By making small, consistent changes and helping others do the same, we know we can make a collective impact. Behavioural science reminds us that progress comes from understanding people and the decisions they make, so we’ll continue researching to gain behavioural insights and designing campaigns that make sustainable and healthier choices easier and more rewarding.”
Holiday Opening Times
The changemakers will be taking a well-deserved break to enjoy the season with family and friends, we hope you’ll be doing the same! Our Christmas hours are below:
- Monday 23rd December – Wednesday 1st January: Closed
- Thursday 2nd January: 9:00am - 5:00pm (Normal hours resume)
For any urgent inquiries during our holiday break, please contact us via email, and we’ll get back to you as soon as possible.
Wishing you a joyful and restful holiday season! We look forward to making more positive change together in 2025.