3 common problems with behaviour change interventions

Behaviour change interventions are a crucial part of improving outcomes in areas such as health, wellness, and productivity. However, many interventions fail to create long-term, sustainable changes.

Below are three reasons why – and what to do about them:

1. Interventions focus overly on jump-starting behaviour change

First, many interventions focus primarily, or even entirely on the initial phase of behaviour change—getting people to start a new behaviour or adopt a new habit. While this is clearly important, jump-starting the behaviour is only half the battle. Initial motivation may be high, but without strategies to maintain and solidify the change, the behaviour is likely to fade away once the novelty wears off.

For example, a health intervention that helps people begin a new exercise routine might see early success. However, without providing ongoing support, feedback, or mechanisms to track progress, participants may lose motivation and stop exercising over time.

How to Improve:

• Effective interventions should plan for the long term by incorporating strategies that encourage persistence and self-sufficiency

• This could include periodic check-ins, encouragement, habit reinforcement, and tools that help individuals sustain their efforts

2. Interventions neglect deeper motivators

In response to the suggestions above, apps represent a clear opportunity to help keep people on track. For example, the Florence healthcare app has many useful features, including feedback provision and reminders. Many apps also allow the setting of clear target goals, which can then be monitored.

However, in the case of goals, apps often fail to explore – or to remind people – of why their goals are important to them. Setting goals without understanding the personal motivations and deeper reasons behind those goals can lead to low engagement or premature abandonment of the intervention.

For instance, a person might be encouraged to lose weight for health reasons, but if their deeper motivation (e.g. to feel more confident or to fit into a favourite dress) is not considered, the likelihood of long-term behaviour change is decreased. The goal becomes a generic target rather than something personally meaningful, and when challenges arise, it becomes easier to give up.

How to Improve:

• Interventions should help participants clarify their intrinsic motivations, connect their goals to these, and remind them of these deeper motivations over time

• For example, instead of just setting a target weight loss goal, an intervention should explore why losing weight is important to the individual and what benefits they expect to gain from the process

3. Interventions neglect complex social relationships

Finally, many interventions are designed with a singular focus on the individual. These assume that if the person changes, their environment and relationships will automatically support their new behaviour. However, behaviour is often deeply intertwined with an individual's relationships—whether with family, friends, colleagues, or broader social networks. Ignoring these complex relationships can undermine the effectiveness of the intervention.

For example, a workplace intervention might encourage employees to improve work-life balance by setting boundaries on work hours. However, if coworkers or supervisors don’t respect those boundaries, or if the work culture reinforces long hours, the intervention is likely to fail. Similarly, in health interventions, a person's family and friends may unknowingly sabotage their efforts (e.g. by offering unhealthy food or discouraging exercise).

How to Improve:

• Effective interventions should take a more holistic approach by considering the social and relational context of the individual; for example by engaging family members, coworkers, or other influential people in the person’s life to support behaviour change

• Building a network of support and fostering environments that encourage the desired behaviour is crucial for long-term success

Conclusion

Behaviour change interventions often miss the mark in three ways: by focusing solely on short-term behaviour initiation, by neglecting deeper motivations, and by ignoring the complex relational and environmental factors influencing the individual.

By addressing these common pitfalls, interventions can be more impactful, sustainable, and successful in promoting lasting behaviour change.

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