What lies between a nudge and a shove? A recent global report by Ipsos Mori into public opinion of behaviour change policy has revealed a complicated set of responses to the different ways that governments can influence behaviour changes, from information campaigns to legislation and tougher actions: from the gentle nudge of an advertising campaign to the emphatic shove of increased taxation. Targeting 18,500 people across 24 countries, the survey explores people’s attitudes to different types of behaviour change mechanisms with a focus on smoking, unhealthy foods, saving for retirement and living in an environmentally sustainable way. A key lesson from the survey is that publics around the world continue to favour communication as a way of behaviour change used by governments. 92 per cent of the respondents cited the provision of information as the leading government behaviour change tactic, with making behaviour more expensive or difficult at 69 per cent and mandatory legislation at 62 per cent. The report also highlights the importance of communication campaigns in setting the scene for subsequent legislative enforcement, such as the UK and Ireland’s smoking bans. It reads: “These smoking bans were preceded by years of softer interventions from comms campaigns, price mechanisms, more targeted bans on smoking on transport, seeing public space bans introduced in other countries and so on. Indeed, the debate encouraged by raising the possibility of a ban itself caused views to shift significantly in favour in a relatively short space of time.” While emphasising the fact that a mixed approach – including ‘soft’ measures as well as legislation – is necessary, the report calls for policy-makers to draw “on a broader notion of public preparedness that understands public acceptability as part of a cycle of change and not simply as a static indicator of support.” Taken from Ipsos MORI, Acceptable Behaviour? Public Opinion on Behaviour Change Policy.
Public opinion on behaviour change policy
Facts & Figures Archive
2019
April -
Calling all young communicators
February -
Does business really care about the SDGs?
2018
December -
The ethics of branded content
November -
Are millennials losing faith in business?
October -
Trends in global employee engagement
April -
In experts we trust... again?
March -
Brave new worlds
February -
Experts regarded more trustworthy than peers
January -
Are you GDPR ready?
2017
December -
Asia-Pacific Communication Monitor 2017
November -
Exploring the new employee economy
September -
Pro-business, but expecting more
July -
Expecting the personal
June -
Employee engagement dips
May -
CEOs worried about trust
February -
Trust in crisis
January -
The drivers of uncertainty in 2017
2016
December -
Digital disconnect in risk management
September -
Companies face employee loyalty challenge
April -
Global perspectives on risk
March -
Digital continues to climb
March -
Digital continues to climb
2015
December -
Asia-Pacific Communication Monitor
December -
The factors at play in risky business
September -
The future of corporate communications
April -
Staying on the front foot
March -
Looking at risk around the world
February -
Trust and innovation
January -
Trust in Asia Pacific
2014
December -
Public affairs salaries in Asia Pacific
November -
Playing to win in the reputation economy
November -
Asia-Pacific governance survey
October -
Busting the digital media myths
August -
Fighting to be heard
June -
Influencing the influencers
February -
The real value of reputation
January -
Communicating employee value
2013
December -
Facing a company crisis
November -
The key to growth
October -
Making the grade when stakeholders rule
August -
Effectiveness in community building
June -
Great expectations for CSR
April -
Journalists on PR
March -
Crisis in leadership
February -
Identifying the champion brands
January -
The big issues
2012
December -
Creativity in PR
October -
Qualifications for communicators
August -
The Rising CCO
April -
The role of business in society
February -
Trust in business