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Are behavioural science and design the building blocks of innovation?

Design-thinking, Psychology, innovation, methods

Behavioural design has the potential to bridge the gap between research and practice to revolutionise how we tackle social issues.

The leading causes of death in the world are non-communicable diseases. There is strong evidence that significant global warming is occurring. UK households are among the most in debt in the world.

All of these issues have one thing in common.


We smoke. We eat too much sugar. We drive everywhere. We leave the heating on and the windows open. We spend beyond our means. We drink to excess. The list goes on.

The biggest issues in society, from obesity to climate change, are due to behavioural and lifestyle risk factors we embrace on a daily basis.

So if we know this, why do we not eat more fruit and veg? Why do we sign up to the gym but never go? Why do we eat out when we can’t pay the bills?

More importantly, how can we design ways to guide and support people in realising their intentions? How can we create a social movement for healthy eating or make a game of saving energy?

Read the rest of the article...

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© 2015 Warwick Business School and the Design Council
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