February 2025 Newsletter
The surprising truth about Valentine’s Day cards... Discover the behavioural science behind why 10% are sent to an ex in our February newsletter!
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Fun Fact
In the UK, people tell an average of 34 lies each week, more than you might expect! But what are the most common ones?
Most popular lies include:
- "I forgot."
- "I'll do it tomorrow."
- "I'm listening."
But why do we lie, and how can you spot when someone isn’t telling the truth?
Lying is a natural part of human behaviour, and it often stems from a combination of social, psychological, and emotional factors.
According to behavioural science, people lie for several reasons:
- To Protect Ourselves – Often, we lie to avoid consequences, protect our self-image, or avoid embarrassment. For example, saying "I forgot" might be a way to avoid facing the consequences of neglecting a task.
- To Maintain Social Harmony – We lie to keep interactions smooth and to avoid conflict or hurting someone's feelings. Saying "I'm listening" when we're distracted is an attempt to avoid confrontation.
- To Gain an Advantage – Lying can be used to manipulate situations for personal gain, whether in business, relationships, or social settings.
How can you spot a lie?
Behavioural science has identified a few signs that can suggest someone may not be telling the truth...
- Inconsistent Storytelling – Liars may struggle to maintain consistent details or may change their story as they go along.
- Body Language – Non-verbal cues, such as avoiding eye contact, fidgeting, or crossing arms, can signal discomfort or defensiveness.
- Over-Compensating – A liar may provide excessive detail or be overly convincing to cover up a lie.
'BS' of the month
A one-minute introduction to a behavioural theory
Anchoring
We rely on reference points to determine what something is worth.
The anchoring bias occurs when people rely too much on the first piece of information they see. Businesses and marketers use this to influence decisions, from pricing strategies to negotiations. For example, listing a product as “Was £100, now £50” to make the discount seem more appealing, even if £50 is a fair price.
Want to avoid falling for these tricks? Read our article, ‘The Power of Anchoring’, to learn how anchoring shapes decisions and how to use it to your advantage!
Discover work that delivers change
Smokefree Kent
March 12th marked No Smoking Day, a nationwide moment to encourage smokers to quit for good. We’re pleased to have recently partnered with Kent County Council to create a powerful behaviour change campaign that guided smokers towards the right support to help them quit.
Using insights from behaviour change research, we developed a targeted campaign that connected people with the right support. Through social marketing, digital advertising, and engaging video content, we highlighted the benefits of a smokefree life and tackled common barriers to quitting.
Find out how this campaign helped thousands of people move towards a healthier, smokefree future.
In the news
International Women’s Day
After International Women’s Day, we continue to recognise the incredible contributions of women in sports, business, technology, and beyond. But despite these achievements, there’s still work to be done.
A worrying example? Not a single female athlete made the list of the 100 highest-paid athletes in 2024. The highest-earning woman, Coco Gauff, ranked 125th.
The good news is, change is happening. Women’s sports are growing at an unprecedented rate, more women are breaking barriers in leadership, innovating in STEM, and shaping the future across industries.
So, how can we keep the momentum going? Support women on the field, in the boardroom, in business, in STEM. Watch, invest, hire, mentor. Every action creates more opportunities for the next generation.
Making a Big Impact with Small Actions this Global Recycling Day
Recycling isn’t just about waste; it’s about changing behaviours to protect our planet. Every year, we produce over 2 billion tonnes of waste, but with the right habits, much of it can be reused or repurposed.
The challenge? Many recyclables still end up in landfill due to confusion over what can be recycled. Simple changes like checking labels, rinsing containers, and avoiding wish-cycling, can make a huge difference.
In support of Global Recycling Day (March 18th), take a moment to rethink your waste. Explore Zero Waste Cities around the world and see how better recycling habits can lead to lasting impact.
What’s Happened at Social Change HQ
It’s B Corp month!
With 8,254 B Corps across 162 industries in 96 countries, businesses around the world are showing that profit and purpose can thrive together. As a proud B Corp, we're not just celebrating, we're actively working to create a better world for future generations.
How are we doing this?
- Protecting the planet – Sustainability is at the core of everything we do.
- Delivering impact for our clients – Helping businesses succeed while driving positive change.
- Caring for our people – Because businesses should empower, not exploit.
Becoming a B Corp wasn’t just about earning a certification; it was about holding ourselves accountable, constantly improving, and joining a community that believes business should be a force for good.
Want to learn more about our B Corp journey? Find out how we’re making a difference.
Join us for SustainabiliTEA
In celebration of B Corp Month, we're hosting a special B Corp event with the brilliant team at Bird & Blend and Streets Heaver!
Come along from 6-7pm on Thursday, 3rd April at Bird & Blend Tea Co. in Lincoln (Sincil Street) for an evening of engaging conversation and networking. Together, we’ll explore what it truly means to be a B Corp, discuss how your business can get involved, and highlight the positive impact that businesses can have on people, the planet, and profit.
Book your spot here – we can't wait to see you there!
Celebrating Our Team’s Milestones
This month, we’re proud to celebrate Jenny & Liv’s one-year workiversary and Ana’s two-year anniversary with us!
Their dedication, creativity, and passion have made a significant impact, driving meaningful change and inspiring those around them. We truly appreciate their contributions and look forward to many more successes together.
Meet Our Newest Changemakers
This March, we’re delighted to welcome Eleanor and Kawal as Insight Specialists to our Behavioural Insights team!
As our newest changemakers, they’ve already brought fresh perspectives, valuable expertise, and contagious enthusiasm to drive meaningful change.
A warm welcome to the team – we’re thrilled to have you both on board!
