About us

Behaviour Change is a not-for-profit social enterprise, founded in 2009. We create social and environmental change, with big ideas grounded in behavioural science. Since January 2022, we have partnered with climate action charity WRAP to tackle the resource use that feeds climate change.

    Who we work with

    1. Businesses seeking a positive impact

      We work with like-minded businesses on social and environmental issues where a behaviour change is required. This ranges from facilitating workshops to developing full scale behaviour change intervention projects, from research and strategy to on-the-ground delivery.

    2. Government and charities who want to achieve a behavioural goal

      We develop interventions to help tackle some of society’s biggest problems, working with central and local government and charities large and small.

    3. Foundations to further the causes they support

      We work with funders to design, build and test innovative interventions to address social and environmental challenges in the UK and overseas.

    Our Services

Our Team

Following a career as an advertising strategist and charity campaign director, David set up Behaviour Change in 2009. He is responsible for all our behaviour change strategies, taking the lead on insight work and idea generation as well as evaluation thinking and is personally involved in all our projects. He’s an experienced speaker, commentator and workshop facilitator. Since early 2022 he has also been part of WRAP’s Senior Leadership Team. Outside work he is a published author (of a children’s reading book), a keen theatre goer and is slowly making his way around the South West coastal path.

David Hall

Founder and Executive Director

Rob began his career in advertising, before joining The Climate Group with David in 2006 to launch a high profile three-year campaign to encourage everyday climate change action. Since co-founding Behaviour Change, he has led the delivery of more than 50 behaviour change interventions. Rob is responsible for business operations and management of the organisation, as well as overseeing output across all of our work and managing our network of collaborators. He’s gradually working his way up the belts in Shodokan Aikido (slow progress when you start at 40…)

Rob Moore

Co-founder and Operations Director

Polly spent the first 10 years of her career working for Tate & Lyle, initially for their sugars business in quality and environment roles and then at their head office in a series of internal and external communications roles. In 2014 she joined Wrigley (now Mars Wrigley) as Communications Manager where she led much of their external communications activities including the Wrigley Oral Healthcare Programme and their anti-litter activities. She joined Behaviour Change in 2021 and is responsible for managing and delivering all aspects of our projects. When she’s not keeping our projects in check she can be found running, decorating, baking or spending time with her kids exploring the great outdoors.

Polly Knight

Head of Projects

Kate joined Behaviour Change as Head of Strategy in January 2023. Ever since, she has been delighted to lead the charge on strategies that help people save water, create better conditions for tenants, and to repair and reuse their things (plus many more). Prior to joining BC, she worked as a senior strategist within creative agencies, leading the development of behaviour change and social purpose campaigns. Her favourite part of strategy is identifying the ‘aha’ insights that unlock solutions to important problems. Curiosity/nosiness about human behaviour led her to complete a postgraduate diploma in Psychology. She’s a four-time marathon finisher and enthusiastic home cook.

Kate Brennan-Rhodes

Head of Strategy

Honica joined the team in 2022 whilst completing her MSc in Consumer Psychology. She is involved in the end-to-end planning and delivery of behavioural interventions, using her keen eye for design to bring our ideas to life in creative ways. Honica has played a key role in delivering interventions for some of our charity clients like RNIB, RNID and Repair Cafe Wales, as well as driving sustainability behaviours with ReLondon, WRAP, and more. She also leads our work on creating inclusive approaches alongside Lynette Nabbosa. In her free time, Honica enjoys playing Animal Crossing and Stardew Valley. 

Honica Sharma

Senior Behavioural Intervention Designer

Tasha joined the Behaviour Change team in summer 2022 as a Behavioural Intervention Designer, shortly after graduating from an MSc in Health Psychology. She works on every aspect of our projects, from immersing herself in insights related to the behavioural challenge, to contributing to idea development, to on-the-ground delivery of interventions. During her time at Behaviour Change she has worked on a variety of challenges, including water efficiency, gum littering, recycling and food waste. Outside work, Tasha enjoys keeping active and exploring new areas of London.

Tasha Richardson

Senior Behavioural Intervention Designer

Anaïs completed her MSc in Criminology and shortly after, joined the police force which gave her a greater understanding how people ‘tick’. After working in the police for a year, Anaïs wanted to be part of making active changes to help improve society, so joined the Behaviour Change team in October 2024. As a Behavioural Intervention Designer, Anaïs contributes to projects through idea generation, using the implementation of behavioural models and analysing existing research. In her spare time, Anaïs can be found on the water sailing, or by a beach reading. 

Anaïs Bramall

Behavioural Intervention Designer

Duncan has been working with Behaviour Change since the early days, leading creative direction and design on many of our projects, including Eat Seasonably, 50 Things to do Before You're 11 3/4 for the National Trust, Mars Wrigley/Chewing Gum Task Force, Northumbrian Water and WRAP. He has over 25 years’ experience designing and delivering materials from logos and branding through to reports, infographics, photographs, illustrations and marketing materials.

Duncan Mills

Head of Creative

Linda Bacon

Strategy Associate

Peter Harrison

Research Associate

Lynette Nabbosa

Strategy Associate

Helen Weavers

Research Associate

Board

Catherine David

Director of Behaviour Change and Business Programmes, WRAP & BC Board Chair

Harriet Lamb

CEO, WRAP

Seb Munden

Chair of Trustees, WRAP

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