Once upon a time, we believed human beings were logical creatures, capable of making good decisions and acting in our own best interests.

Thanks to breakthroughs in behavioural research, weve been able to peer at the inner workings of our decision-making processes ’ and instead of logic and reason, weve found a tangle of biases and cognitive pitfalls that lead to irrational and even harmful behaviours.

We have effective tools at our disposal to steer those behaviours in a more desirable direction.

Then, we add rigorous data analysis and a range of creative strategies to develop targeted behavioural and communication solutions that improve decision-making and create better outcomes for customers, employees and citizens.

To understand why we do what we do, neuroscientist Robert Sapolsky looks at extreme context, examining actions on timescales from seconds to millions of years before they occurred. In this fascinating talk, he shares his cutting-edge research into the biology that drives our worst and best behaviours.

Understanding behaviour begins with the understanding the brain,  underscoring the importance of connecting theoretical behavioural science concepts with its fundamental elements of motivation and decision-making.
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Stanford neurobiologist Robert Sapolsky’s latest research suggests the human brain is more adaptable than previously thought . His work shows that new neurons born during chronic social stress are wired to be hypersensitive to future stress. This highlights how external factors, like social interactions, can significantly shape our brain's development and how we respond to the world over time.

Here is where the scientific concept of neuroplasticity comes in, which explores the brain's ability to adapt, change and form new connections and pathways through new experiences and repeated actions. It is also a unique opportunity to effectively communicate the value of neuroplasticity in devising solutions for behaviour change.

By designing targeted interventions based on our nuanced understanding of how experiences influence brain development, we can empower individuals to cultivate new and more positive behaviours and inspire communities to rise together, fostering a domino effect of positive societal change.