Behaviour Change
Understanding and Changing Behaviour
At Noetic, we believe that lasting transformation happens when we understand why people do what they do — and how to gently shift those patterns. Behaviour is never random. It is shaped by a complex interplay of the physical environment, individual psychology, and the social context people move within.
Drawing on the work of Professor Saadi Lahlou (Why People Do What They Do: and How to Get Them To Change) and research we trained in at the London School of Economics, our method helps organisations work with — not against — these forces of human behaviour.
The Three Dimensions of Behaviour
Every action is influenced by three layers:
The physical environment – the spaces, tools, and sensory cues that make some actions easy and others difficult.
Individual mechanisms – people’s knowledge, habits, feelings, values, and capabilities.
Social mechanisms – the norms, rules, identities, and expectations that shape what feels acceptable or desirable.
When these dimensions align, behaviour change is natural and often effortless. When they conflict, progress stalls.
Designing Interventions That Work
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, and supported by clear social norms, can unlock large shifts in behaviour.
How We Work
We help organisations diagnose where behaviours are getting stuck, design interventions across the three dimensions, and guide implementation so that change lasts. Our approach is grounded in science, but always practical and human-centred.
Learn more about The Noetic Model here
Why This Matters
A behavioural approach gives organisations:
deeper insight into people,
simple and effective interventions,
faster progress with fewer resources,
the chance to lead with cutting-edge behavioural science.
“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.”
- Saadi Lahlou, LSE