With demographics becoming more fluid and less indicative of behavior patterns, it's important to lead with psychographics when segmenting audiences. Otherwise we risk designing engagement efforts that include implicit & explicit biases and ignoring key segments to reach....

The Diffusion of Innovation Theory sparks many questions about the world around us. One of those being: how do we know if an idea will become a trend or end up fizzled like a fad? Luckily, there are some key things that separate the two...

Beyond the question of whether fear works or not to motivate action, I wonder if it's an approach we SHOULD use. Head inside for thoughts on how using fear might impact the larger cause and what happens after we lean on fear?...

Cynde and I had a great time chatting about the role children can fill in creating sustainability changes today AND in influencing adults to be more conservation minded AND in becoming a future generation of change agents. She helps school children achieve all this through...

For my third "Innovations in Conservation" interview, I spoke with Fel Cadiz, the Director of Behavior Adoption & Training for Rare's Fish Forever program in the Philippines. We had a great chat about how mascots and messengers, including HUMAN ones, can motivate change....

In most cases, knowledge is not needed as a precursor to behavior - but that doesn't mean there aren't important roles for knowledge to play. Check out the two key moments when knowledge can help audiences sustain new behaviors....

Ever wonder why you can't get that Nationwide or Farmer's insurance tune out your head? Well, that's the magic of mnemonic sound devices - learn how they work in this article. And it features a kick-ass infographic!...

All of us have different layers of people we interact with regularly, either directly or by being strangers in the same place. And all of these people have the potential to influence our actions and behaviors. Do you know who's in your spheres of influence?...

Our audiences receive hundreds of messages asking them to take better care of themselves, their families and community, and their environment. On top of that, we ask them to support people, animals and places far away from them. Getting bombarded with all these messages creates...

Our audience may have tried to do the action, but it got too difficult to complete. These are situations when we've made all the right steps to motivate people to do something, overcoming status quo bias and all, but then presented our audience with a...