ALL CHANGE IS PERSONAL
Behavior Change Psychology
Most change initiatives fail not because the strategy is flawed, but because human behavior is complex and often irrational.
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By applying behavior change psychology, behavioral economics and behavioral synchronicity, organizations can create transformation that feels natural, intuitive and lasting.​
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Behavioral economics reveals that people don’t always make rational decisions. They take mental shortcuts, avoid losses more than they seek gains, and respond to incentives in unexpected ways. Understanding these patterns helps shape change strategies that align with how people actually make decisions, not how we think they should.​
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Behavioral synchronicity is the power of collective momentum. People are more likely to adopt new behaviors when they see their peers doing the same. By designing change efforts that leverage group dynamics, social modeling and shared milestones, organizations can create a contagious effect where change spreads naturally.​
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A few ways to incorporate Behavior Change Psychology into Change Management:
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Use habit stacking. Attach new behaviors to existing routines to make them easier to adopt. Instead of “Remember to check the new dashboard,” say, “After your Monday meeting, check the dashboard for updates.”
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Make it easy. Reduce friction by simplifying the process. The fewer steps, logins or approvals required, the more likely people are to adopt the change.
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Leverage social proof and behavioral synchronicity. People follow the behaviors of those around them. Create a sense of momentum by spotlighting employees who are already using the new process successfully.
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Frame the benefits using behavioral economics. People are more likely to act when they perceive a personal gain or a potential loss.
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Use behavioral nudges. Small prompts, like reminders, visual cues and progress trackers, reinforce the new behavior without feeling forced.
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Reward progress, not perfection. Instead of waiting for full adoption, recognize and celebrate small wins along the way to keep motivation high.
Making Change Stick
The Psychology of Lasting Behavior Change
Real change happens when new behaviors become effortless, rewarding and repeatable.
Case Study
Driving Behavior Change by Eliminating Old Habits
Problem
A global pharmaceutical company wanted to reduce reliance on email and transition employees to VivaEngage as the primary channel for internal communications. There were two key reasons for the change:
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Ensuring messaging consistency. When company announcements were sent via email, directors were modifying the messaging, which diluted leadership’s intended communication.
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Reducing email fatigue. Employee surveys showed that inbox overload was a significant source of frustration, and employees wanted fewer internal emails.
However, despite employees saying they wanted fewer emails, the transition to VivaEngage wasn’t happening. Leadership tried a gradual approach, posting messages on both platforms, but analytics showed that VivaEngage engagement remained stagnant. Employees were still defaulting to email, out of habit rather than preference.
Solution
Recognizing that gradual change wasn’t working, the company took a harder stance on behavior change:
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Set a cutover date. After a brief transition period, the company announced that all company-wide announcements would be exclusively on VivaEngage starting on a specific date.
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Removed the old habit entirely. No more emails. If employees weren’t checking VivaEngage, they simply missed the message.
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Provided behavior-supporting tools. Employees were given a simple toolkit to set up notifications, create shortcuts, and build new habits around checking VivaEngage at set times.
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Leveraged peer influence (social proof). As employees discussed company updates in person, those who hadn’t checked VivaEngage felt left out and quickly adapted to the new norm.
Result
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Behavior change happened within a week rather than dragging on for months.
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Employees adopted VivaEngage as their primary news source, improving communication consistency.
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Email volume significantly decreased, reducing inbox overload.
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The shift enhanced feedback loops, as employees could publicly comment on company updates and engage in discussions.
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Key Takeaways
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Cutting off the old habit is often the fastest way to drive behavior change. Gradual transitions can prolong resistance, whereas a firm shift forces adaptation.
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Employees’ stated preferences don’t always align with their behaviors. Even though they wanted less email, their ingrained habits kept them stuck in the old way of working.
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Social proof accelerates change. Employees adapted faster when they saw peers discussing updates on VivaEngage, making non-adoption feel like being out of the loop.
— OUR CORE BELIEF —