We Need Behavioral Science: Why Resources Aren’t Enough
During a technical meeting, a field officer pointed out: “We don’t have the funding to build latrines like other organizations working in water, sanitation, and hygiene (WASH).” He then asked, “Without tangible deliverables, like a latrine or well, how will we actually improve WASH outcomes?”
He made a good point. Building latrines can certainly contribute to improving WASH and nutrition outcomes. However, action must be coupled with the right approach and outlook. On paper, it looks like building latrines is a surefire way to improve WASH outcomes. However, initiatives, especially in the international development realm, often neglect considering communities’ behaviors, beliefs, and attitudes.
Take for example, a project that built latrines in a Kenyan tribe. The project did not take a baseline survey beforehand; it simply saw an issue — improper WASH practices that led to diarrheal diseases — and saw a solution: build latrines. The nomadic tribe did not use latrines for practical reasons, as they moved frequently. More importantly, it was culturally taboo for a child to see his or her father defecating.
Good intentions and resources are not enough to solve critical development issues.
The organization built the latrines, but when they returned to evaluate the project’s impact, they found them scarcely used. How could it be that despite meeting the need there was no change in behavior?
Good intentions and resources are not enough to solve critical development issues. Despite the tribe’s need, people did not use the latrines because of cultural reasons. It was a practical, noble endeavor, but presented as an outsider’s idea (with an outsider’s values, perspective, and resources). Thus, it did not make an impact.
Knowledge alone is also not enough to solve development issues. It is easy to believe that if the priority audience just knew how good or bad something was, they would start or stop a particular behavior. Cultural practices usually trump knowledge. While the dangers of smoking cigarettes are widely known, millions of people start smoking every year. Not because they want lung cancer, but perhaps because their friends smoke and it looks cool.
Monetary and intellectual resources do not guarantee desired outcomes. It is important to recognize the focus population’s barriers to and motivators for behavior change, as well as their current practices regarding the issue. This comes through partnering with the priority audience, with the community not just getting a place, but a voice, at the table. The focus population should be involved in every step of the process, from the strength and needs assessment and project design to the implementation and evaluation stages. This type of co-creation can result in a project that asks the right questions and meets essential needs.
It is not a “problem + resources + knowledge = resolution” approach, but strategic planning that takes behaviors, values, and beliefs into account, and uses such information to structure interventions and resource utilization.
Behavioral science investigates behaviors and psychology and how each influence people’s decisions and actions. The Maine Health Access Foundation describes behavioral health, a component of behavioral science, as “the connection between our behaviors and the health and well-being of the body, mind, and spirit…includ[ing] behaviors such as eating habits, drinking, or exercising that either immediately or over time impact physical or mental health.” People are increasingly recognizing the importance of behavioral science; last year, President Obama issued an executive order instructing government agencies to use behavioral science insights.
It is not a “problem + resources + knowledge = resolution” approach, but strategic planning that takes behaviors, values, and beliefs into account, and uses such information to structure interventions and resource utilization. It is a method that empowers communities to start and sustain change.
Without a doubt, monetary and intellectual resources are vital in getting results. Behavioral science is not the only solution, but in conjunction with other elements, it is a critical component to solving development issues. Understanding behaviors and building community partnerships can create effective interventions, ultimately yielding sustainable, meaningful outcomes.
