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Explore, design and test: using behavioural science to improve public policy and communications
The Covid-19 pandemic has birthed one of the most intense periods of behavioural marketing and policy making since the field’s inception, writes Kantar Public
 
Behavioural science is having another moment in the spotlight. The Covid-19 pandemic has birthed one of the most intense periods of behavioural marketing and policy making since the field’s inception. Throughout 2020 we were never far from a message, incentive or situational ‘nudge’ that is intended to influence the way we behave; and until November, we were frequently reminded that our behaviour was the best weapon we had against the virus. Even as a medical response appeared on the horizon, our behaviour remained crucial: immunisation programmes take time to implement, and a vaccine, no matter how effective, can only have a significant impact if a very large proportion of the population elects to take it. ....

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