Mistake 1: The Value-Action Gap

This troublesome issue is identified as the Value-Action Gap. It denotes the minimal correlation between educating individuals about a topic and that knowledge translating into supportive actions or behaviors for your cause.

Behavioral scientists can easily test this phenomenon. One straightforward experiment involves having a group of students watch a documentary or participate in a class focused on energy efficiency and climate change.

Afterward, when asked about their feelings on the subject, the students express concern for climate issues. Educational endeavors successfully evoke emotional responses. However, when observed for any behavioral changes—such as turning off lights, reducing heater usage, or closing windows—no significant actions are taken.

No one truly acted.

Similar findings appear when examining the purchase of ethical or sustainable products. Just because someone is concerned or knowledgeable about issues like fair trade wages or pesticide use doesn’t guarantee that they will change their purchasing habits or engage in civic actions.

The intellectual exercise of learning about the world does not seamlessly translate into behavioral change. This is known as the Information Deficit Model. One might assume that providing information will illuminate paths to action, but this is often not the case.

Imagine the human psyche as a house, with a motivational core at its center. While education is one entrance to this core, it is not the most effective route.

To bridge the gap, one must recognize that a behavior project differs significantly from an education project. To enact change, we need to shift people’s actions and habits, rather than solely educating them.

While education does play a role in social change campaigns, the focus should primarily be on promoting specific behaviors or actions—which requires a different set of design tools, such as data disclosure, feedback loops, psychological incentives, behavior mapping, pledges, social norms, and storytelling. There's much to explore, which is why I dedicated an entire book to this subject.

Here’s how I approach my projects: I begin by identifying the "God Metric" that I want to influence and the target audience.

I initiate with the turquoise box labeled "First Contact," asking, "How will your audience first encounter this?" Then I follow up with questions like, "What cues will attract their attention?" and "What specific actions do we want them to take?"

Next, I explore behavioral nudges: "How can we encourage this behavior through social comparisons, pledges, or feedback?"

Finally, to engage the brain's reward system, I consider, "What positive reinforcement can we provide for this behavior?" We also need to ensure that each action leads to measurable change.

This process effectively eliminates the value-action gap from any project. One of my most effective techniques is implementing a pledge, which simply involves asking someone to commit to a specific action. The results can be astonishing.

For instance, at my latest startup, Energy Lollipop, we ask new members to pledge to reduce their CO2 emissions by 50% within six months. Remarkably, around half of our new members achieve this reduction within the first week—a staggering number compared to typical energy efficiency campaigns that celebrate a mere 5% reduction.

This significant shift didn't occur because our users absorbed educational content about climate change; it happened because we approached the project with a behavior design mindset.

Education Design vs. Behavioral Design

Consider a project aimed at reducing disposable plastic bottle usage in a large office. If we mistakenly believe that education will drive change, we might design initiatives similar to those on the left.

The Value-Action Gap suggests that educational efforts alone, like the six initiatives shown, will have minimal impact on altering habits related to plastic bottle usage. Simply getting people to care isn't as vital for instigating change. The initiatives on the right focus on prompting actual action.

Mistake 2: Confusing Effort with Results

Another common error occurs when individuals equate the effort they invest with the measurable impact they create in the world.

This often manifests in thoughts like, "I’ve attended events, discussed this issue with others, shared posts on social media, and created banners for protests." While this individual is clearly engaged, it’s crucial not to confuse effort with results.

Imagine a group at school that forms a committee to reduce waste without measuring the waste produced or its composition. They might continue holding meetings and distributing flyers for years with little effect on the school's waste output. This committee may mistakenly believe that their efforts alone justify their existence, which is misleading.

The essential question to pose is, "Where is the evidence that your efforts have resulted in measurable change?"

This applies to both personal reflection and any social change initiative you're part of. In our quest to change the world, what truly matters is achieving measurable impacts—not merely tallying clicks, meetings, or shares but rather real-world data that reflects genuine shifts.

Mistake 3: Prioritizing Ideas Over Data

It is not unusual for individuals to develop an idea before investigating relevant data about their cause. For example, a studio might design a game to combat climate change without examining carbon emission data. A couple might create an app to reduce food waste without understanding its sources, or an artist may propose a photography project about marine pollution without reviewing the research on ocean plastic.

This approach can lead to ideas that have little potential for creating measurable change. One may also become emotionally attached to a less effective idea, making it challenging to pivot towards a better, more impactful option.

Neglecting to thoroughly analyze data beforehand limits access to valuable insights that could inspire innovative solutions. Data can ignite creativity and reveal powerful ideas that can significantly enhance your impact.

The opening chapter of my book on measurement addresses this issue and sets you on the right path.

Keep Learning with Me

I am passionate about merging game design with behavioral psychology to create impactful change—a journey so compelling that I authored a book titled How to Save the World. Forbes Magazine recognized it as one of the top five books for social change entrepreneurs. You can order it through Indiegogo or find it on Amazon. Connect with me on Twitter, Instagram, and LinkedIn.

References

1. Kollmuss & Agyeman (2002). Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research.
2. Kowalska-Pyzalska et al. (2014). Turning green: Agent-based modeling of the adoption of dynamic electricity tariffs. Energy Policy.
3. Chatzidakis & Hibbert (2007). Why People Don’t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation. Journal of Business Ethics.
4. Boulstridge & Carrigan (2000). Do consumers really care about corporate responsibility? Highlighting the attitude–behavior gap, Journal of Communication Management.