Exploring Behavioural Justice

The world is rapidly changing and evolving, and as we move towards a digital future and adopt emerging innovations to tackle the biggest challenges in our society, it’s now more critical than ever that behaviour change approaches are inclusive. Our most vulnerable communities face unique challenges and risk being left behind if solutions aren't designed with their needs in mind. That’s why we’ve coined the term behavioural justice which is all about our commitment to creating fair and equitable behaviour change approaches that put inclusivity at their core. We believe that, for organisations to make a real difference, they need to invest in embedding inclusivity and justice into everything they do – not just the people in their business but the work they put out into the world. 

Behavioural justice is a transformative approach that seeks to build a fairer, more inclusive future by addressing the disparities that exist in society. Going beyond traditional behaviour change efforts, it recognises that some communities face much greater structural barriers than others. Achieving behavioural justice will require creating tailored interventions that reflect the lived experiences of marginalised groups and ensuring these communities aren't simply passive recipients of change, but active participants in shaping solutions that work for them. 

To put behavioural justice into practice, it's essential to design behaviour change strategies that are, not only inclusive, but deeply reflective of the challenges that diverse groups face. We must recognise structural inequalities, cultural sensitivities, power dynamics, and intersectionality, and focus on the specific needs, concerns and strengths of different communities. This approach is crucial in addressing the unique barriers that marginalised groups encounter, thereby empowering people to engage in change that feels relevant and achievable to them. Though, whilst addressing the root causes of inequity and behavioural barriers, approaches that are overly complex can become inaccessible or difficult for people to engage with. It's vital to acknowledge the complexity of the issues diverse communities experience, whilst offering clear, actionable strategies that resonate with our audiences. 

Though, this is not a call for "us vs. them" narratives, but a call to build partnerships that leverage a broad range of voices that are authentic and resonate with the communities they aim to serve. Whether it’s through co-design workshops,  panels, focused outreach, or tailored resources, the goal is to meet people where they are, listening to their experiences and ensuring that interventions are co-created rather than imposed. In not doing so, behaviour change approaches can risk causing unintended harm - even well-intentioned interventions can inadvertently reinforce harmful stereotypes or stigmatise certain groups if they are not co-created thoughtfully. 

The journey towards achieving behavioural justice requires commitment and sustained action. Prioritising lasting, transformative change ensures that the positive effects of interventions are lasting, benefitting communities well into the future. It’s an ambitious goal, but one that is necessary for a truly just and equitable future. 

We invite organisations to join us on this mission, to take meaningful action and help build a world where everyone feels seen, heard, and understood. It’s not enough to express solidarity in words or statements, organisations must back their intentions with real, tangible efforts that create lasting change. This means embedding inclusive thinking in every level of decision-making, from senior leadership to day-to-day operations. It also means fostering environments where people of all backgrounds feel empowered, represented, and valued in the work that they do. 

If you want to learn more about inclusive approaches which embed behavioural justice within your strategies and comms, you can contact us here.