The Micro Lens

Why This Matters

Our behavioural approach gives organisations:

• deeper insight into the people in their system

• simple yet effective interventions

• faster progress with fewer resources

• higher rates of sustainable solutions adoption

Behaviour is shaped by a ‘tunnel’ of influences

Every action is influenced by three layers:

1. Physical environment: the spaces, tools, and sensory cues that make some actions easy and others difficult

2. Individual mechanisms: people’s knowledge, habits, feelings, values, and capabilities

3. Social mechanisms: the norms, rules, identities, and expectations that shape what feels acceptable or desirable

When these layers align, it drives a desired behaviour making behaviour change is easy and effortless. When they conflict, progress can stall.

Effective interventions address all three

Most organisations focus on only one of these layers — for example, providing more information or introducing new rules. But research shows that interventions which address all three dimensions together are far more effective.

For example, small changes in the environment (layout, sensory cues), combined with messages that connect to people’s identities and values supported by clear social norms can create lasting sustainable behaviour shifts.

We have the tools you need to create lasting sustainable behaviour change

We work with organisations to diagnose where behaviours are getting stuck, design high-impact interventions across the three dimensions, and guide implementation so that change lasts. Our approach is grounded in science, but always practical and human-centred.


Let us show you how.

“If you want people to adopt a given behaviour, you need to intervene at the point of action — combining what is physically possible, what is expected, and what the person knows how to do.”

- Dr Saadi Lahlou, author of Why People Do What They Do: And How to Get Them to Change