Expanding Beyond Nudge: Experiences Applying Behavioral Science for Comprehensive Social Change

The last decade has seen “nudging” become synonymous with applied behavioral science. While nudging can be an effective and cost-efficient way to shape behavior, it is often not enough to address pressing and complex social issues such as climate change, racial equity, and public health. The focus on nudging has also caused some to overlook the importance of considering social dynamics when addressing these issues. In this chapter, we describe two programs developed by the environmental NGO Rare and its in-house behavioral science group, the Center for Behavior and the Environment, that aim to generate community-based behavior change through more intensive social interventions. Both programs focus on environmental conservation and resource management, with the Fish Forever program empowering coastal fishing communities to sustain and regenerate fish populations and the Lands for Life program focusing on the adoption of climate-smart agricultural practices. We discuss how our team first identified the cognitive biases and community dynamics relevant to behavior change, and describe how these programs were designed to both change individual behavior and shift social norms in order to have a lasting impact on communities. The chapter concludes with lessons learned and offers insights into how behavioral science teams can leverage social dynamics in tackling deeply-rooted behavioral challenges.