Getting people to sing Happy Birthday twice as a way of hand washing properly is a classic behavioural intervention. As is getting sanitisers put in prominent positions. But we could be doing more… As Mr Johnson said a few days ago: “It is a very considerable psychological, behavioural change that we’re asking you, we’re asking the public, the nation to do.” There is science, and there are scientists, that can help.

- The Times, 24th March 2020

Behavioural science has never been more valuable.

As business and consumers alike lunge forward into the unknown of the Covid-19 crisis, the only certainty is uncertainty - and under these conditions, irrationality abounds. When people are stressed, pressured, or have incomplete information, they rely on emotion and subconscious biases. There is no doubt that people are acting irrationally - from running on banks to stockpiling loo roll - and irrational times call for irrational measures.

Fortunately, behavioural scientists can help. We know from research that the health behaviour of everyone - even intelligent, experienced doctors - can be ‘nudged’ using the right interventions. For example, one study found that the introduction of a citrusy smell primed ideas of cleanliness and increased hand-washing in a hospital from 15% to 47%.

However, it’s important to avoid a ‘one size fits all’ approach. While much of the UK has heeded the government’s instructions to stay home, news reports have still carried stories of packed trains and lively barbecues - clearly, the messaging is not resonating with some groups.

The government’s mandate - to “Stay at home. Protect the NHS. Save lives.” - is firmly rooted in the psychology of preventing losses; a conservative government has, naturally, a message of conservation. However, roughly half the population will have a psyche that is more promotion-focused, and may respond better to a message like,

“Enjoy time at home. Improve conditions. Win the fight.”

Indeed, there is a lot of research that psychologically-targeted messaging is more effective. For example, a 2017 study on Facebook ads found that those targeted at personality types (e.g., “Beauty doesn’t have to shout”, for introverts) produced conversion rates that were around half as many times higher. Elsewhere, studies have shown that personalised messaging has improved health when it comes to sun protection, exercise, and medical compliance; one study, for instance, found that liking (e.g., “Your friends will admire you if you eat a healthy breakfast”) was more effective for conservative people, while commitment (e.g., “You’ve committed to a healthy breakfast. We hope you’ll be sticking to it.”) was more effective for organised people.

This is all to say that we have entered the world of the personalised nudge.

This tool has never been more relevant, and more useful. Widescale behavioural change is urgently needed, and a lack of human resources and social interaction is forcing technological innovation and data generation.

Life is change, and there are a wealth of opportunities to deal with current challenges.

Don’t miss out.