Behaviours don’t occur in a vacuum. Often, they are deeply rooted in long-held beliefs, driven by individual habits and emotions that can be influenced by social and cultural experiences. While evidence is undoubtedly important, emotion plays a much greater role than traditional approaches to healthcare might recognise. 

In order to change these long-held beliefs, we need to understand the current and target behaviours, potential barriers and facilitating factors and determine the steps that will bring about desirable change – something we do through the Belief Continuum^® approach. 

Changing beliefs isn’t easy, but employing a theory-based perspective that’s informed by behavioural science increases your chances of success – and that’s what we’re passionate about.