Reframing a symbol of comfort as harmful pollution

The Challenge

Wood smoke causes air pollution and problems for health, yet it is largely unseen as a silent threat in the homes of many people in New South Wales. Policy development required the investigation of how people heat their homes and their behaviour and attitudes around the use of wood heaters in particular with a view to determining key levers for behaviour change for people to change the way they heat their homes, or burn wood more safely.

The Insight

Behavioural research uncovered the deep attachment that primary users have to wood heaters and the narrow framing of safety in relation to wood heating in terms of burns and house fires. Cognitive dissonance was widespread, with serious rejection of factual messaging about the dangers of wood heater smoke.

Our Solution

Utilise disruptive messaging, social norms and anchoring combined with mere exposure to work over time to break down the cognitive dissonance.

The Impact

New anchors and frames of reference were tested, and we found that people respond strongly to communications about inadvertent harm to both family members and at a social level, to the surrounding community.

/Case Studies

Optimising regulatory communications using AI tools

A major global e-commerce marketplace wanted to use a Behavioural Science lens to optimise regulatory communications to sellers, thereby increasing adherence and minimising disruption to both customers and sellers.

Building behavioural science capability for a major insurer

A leading life and general insurance company wanted to build Behavioural Science capability within user experience design, development and execution.

Building BeSci capability for a leading retail UK financial services brand

The FCA’s consumer duty requires financial services firms to put themselves in the customer’s shoes, accounting for behavioural biases and vulnerabilities. Our client asked TBA to develop a BeSci framework and training module to support the end-to-end product/service lifecycle.

Our clients include leading global brands, governments and NGOs.

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