Your regular dose of BS (Behavioural Science) from the Changemakers at Social Change.
Black Friday isn’t just about sales, it highlights how people respond to urgency, social influence, and simplified choices. Understanding these behaviours helps organisations across retail, health, public safety, education and government design campaigns that encourage action, simplify interactions and improve outcomes.
*Behavioural Science
How we present people with purchasing options matters. The same information can be dramatically reframed through words, numbers, and imagery.
Calling something “the biggest ever Christmas sale” suggests there’s no other like it and that it offers major discounts, encouraging people to shop so they don’t miss out.
Using reference points to influence decisions. Showing a discounted price relative to an original value helps people judge the deal and encourages action.
Highlighting limited availability or time to encourage action. People are more likely to act when they perceive opportunities as rare or closing soon.
1. Frame urgency carefully:
Highlight time-sensitive information or actions, but avoid creating undue stress for vulnerable audiences.
2. Leverage social proof:
Show examples of positive behaviours, community endorsements, or widely adopted practices.
3. Simplify decisions:
Provide clear guidance and reduce complexity to make it easier for people to take the desired action.
4. Test, learn, and iterate:
Observe behavioural patterns, evaluate impact, and adjust campaigns to improve outcomes.
By understanding these behavioural triggers, you can better engage your audience and improve experiences.
Promoting active travel among Stirling students
Stirling Council wanted to encourage more walking, cycling, and active travel across the city.
We engaged university staff and students to understand attitudes, behaviours, and barriers to active travel. Using these insights, we created brand guidelines and a behavioural science–led campaign to make active travel simple, appealing, and accessible, ensuring consistent messaging across partners
The Social Change team embraced the autumn spirit with a seasonal bake-off!
From cinnamon-spiced treats and hearty scones to seasonal sausage rolls, the team baked a delicious range of goodies. Head over to our Instagram to see more of the tasty results.
Professionals across various sectors joined our second webinar in the series, led by Insight Specialist Kawal. From Understanding to Action: Designing Inclusive, Behaviourally Informed Campaigns explored how to turn insight into practical engagement with communities often labelled “hard to reach.”
Attendees learned how to use behavioural frameworks (like EAST and COM-B), co-creation methods, and trusted messengers to design campaigns that build trust, representation, and lasting connections.
October is a perfect reset. Discover how the Fresh Start Theory can turn intentions into lasting change in our latest newsletter.
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