Behaviour Change
Behaviour Change is a London-based behavioural science consultancy founded in 2009 that designs and tests real-world interventions to drive lasting behaviour change, serving UK government bodies, charities, and corporations across sustainability, public health, and social causes.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Behaviour Change does
Behaviour Change is a London-based behavioural science consultancy founded in 2009 by David and Rob that designs, tests, and delivers real-world interventions to drive lasting behaviour change for social and environmental good. The firm operates as a horizontal specialist serving three core customer segments: UK government and local authorities (Kent County Council, Leeds City Council, Islington Council, Dorset Council), charities and NGOs (National Trust, RNIB, RNID, WRAP, Recycle Now), and corporations seeking credible sustainability and consumer behaviour programmes (Mars Wrigley, Northumbrian Water Group, Tesco, Asda, Oatly). Its core methodology applies behavioural theory — social norms, affect, salience, moments of change, and prompt-at-the-right-moment techniques — combined with deep qualitative insight and a test-and-learn evaluation discipline, yielding proprietary intervention architectures such as the Not Sure Box (45.8% reduction in recycling contamination), Hazard Perception Test (gamified landlord compliance), bike tags (62% reduction in pavement obstructions), and the Brew the teacup sustainability toolkit.
The service portfolio spans public engagement campaigns, end-to-end behaviour change interventions, insight and research projects, behavioural strategy and advice, workshops and training, and behavioural audits of communications, all delivered as bespoke professional services engagements. Business model is project-based professional services with custom multi-year contracts, quote-based pricing, and delivery via direct consulting engagements, supplemented by flagship programmes such as the Chewing Gum Task Force (£10m over 5 years, delivered with Keep Britain Tidy across all 4 UK nations). In January 2022, Behaviour Change joined forces with WRAP, one of the world's leading sustainability charities, to scale climate-focused interventions, with the founders joining WRAP's Senior Leadership Team while Behaviour Change retained its brand identity. The company also launched the Inclusive Approaches sub-brand in 2024 to embed racial justice and inclusion into behaviour change work, signalling a vertical expansion of the service portfolio. The company operates from a Soho, London office with a team of approximately 18 specialists in behavioural intervention design, research, strategy, and operations.
Behaviour Change firmographics
Firmographics- Name
- Behaviour Change
- Legal name
- Behaviour Change
- Website
- https://behaviourchange.org.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Behaviour Change is a London-based behavioural science consultancy founded in 2009 that designs and tests real-world interventions to drive lasting behaviour change, serving UK government bodies, charities, and corporations across sustainability, public health, and social causes.
- Ownership category
- akta.pro rank
Behaviour Change industry classification
Industry- Product category
- Behavioural Science Consulting
- NAICS
- Management Consulting Services (54161), Research and Development in the Social Sciences and Humanities (54172), Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Organization Design & Change Management Consulting (BPAHACAD)
- akta.pro secondary industries
- Change Management & Transformation Consulting (BPAHAGAC), Change Management & Transformation Leadership (EDABAAAD), Sustainability Engagement, Training & Behavior Change Programs (On-site) (BPABALAK)
Keywords
Where Behaviour Change is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Behaviour Change business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Behaviour change consultancy services: The company provides behaviour change strategy, research, intervention design, implementation, and evaluation services to government bodies, charities, and corporations. Revenue comes from project fees for end-to-end behaviour change programmes.
- Workshops and training: Half or full day workshop sessions for clients to apply behavioural theory to specific challenges, building capability within organisations.
- Communications audit services: Behavioural audit of existing communications to optimise them using behavioural science principles, charged as a consulting engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based consulting |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Behaviour Change product offering
Product offeringCore offering
Behaviour Change is a UK-based behavioural science consultancy that designs and delivers behaviour change interventions for social and environmental good. It serves government bodies, charities, and corporations by applying behavioural science frameworks to plan, prototype, and evaluate programmes aimed at shifting public and stakeholder behaviour on issues such as sustainability, health, and resource use. The firm operates as a boutique consultancy from Soho, London, working with clients including WRAP.
Product overview
Behaviour Change is a behavioural science consultancy offering a portfolio of services rather than a unified software product. Core services include public engagement campaigns, behaviour change interventions (end-to-end design and delivery), insight and research projects, behavioural strategy and advice, workshops and training, and behavioural audits of communications. The company also delivers named campaigns and interventions such as the 50 Things to do Before You're 11¾ (National Trust), the Gum Littering Prevention Programme (Chewing Gum Task Force), the Not Sure Box recycling intervention, Bin The Wipe (Northumbrian Water), and the Inclusive Approaches initiative. All offerings are service-based consultancy deliverables, not software products or platforms.
Differentiator
Problem solved
Functional benefit
Brands
- Inclusive Approaches: A dedicated initiative co-led by Racial Justice Consultant Lynette Nabbosa and Senior Behavioural Intervention Designer Honica Sharma-Jennings, focused on delivering inclusive, impactful and justice-led behaviour change.
- 50 Things to do Before You're 11¾
- Eat Seasonably
- Not Sure Box
- Behaviour Change Lab
Products and services
- Behaviour Change Intervention Design End-to-end design of behaviour change interventions for social and environmental outcomes, applying frameworks such as EAST and COM-B to client programmes in the UK public, charity, and corporate sectors. Intended for programme leads, policy teams, and sustainability/CR directors seeking evidence-based intervention design.
- Behavioural Insights Research Applied behavioural research using qualitative and quantitative methods to diagnose drivers of behaviour and inform intervention design. Delivered to government bodies, charities, and corporations needing robust insights to underpin programme strategy.
- Programme Evaluation Evaluation of behaviour change programmes to measure impact and generate learning. Used by public-sector commissioners and charities needing evidence of outcomes to satisfy funders and stakeholders.
- Training and Capability Building Training and capability-building programmes that equip client teams to apply behavioural science in-house. Delivered to public-sector teams, charities, and corporate functions seeking to embed behavioural practice.
Quantifiable outcome
- 60-80% reduction in gum littering in pilot areas
- +5 more outcomes
Companies that use Behaviour Change
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Behaviour Change technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Behaviour Change partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core, major and supporting.
- WRAPcoreBehaviour Change joined forces with WRAP, one of the world's leading sustainability charities, to fight the climate emergency. The partnership combines WRAP's technical know-how and household name campaigns (Love Food Hate Waste, Recycle Now) with Behaviour Change's years of experience in behavioural strategies, testing and scaling. David and Rob remain at the helm of Behaviour Change, working closely with WRAP's Director of Collaboration & Change, and Behaviour Change joins WRAP's Senior Leadership Team.
- Chewing Gum Task ForcecoreBehaviour Change serves as prevention delivery partner for the Chewing Gum Task Force, a five-year programme backed by Defra and administered by Keep Britain Tidy. Up to £10m will be invested over 5 years by Mars Wrigley and other gum producers in gum clean-up and behaviour change interventions across the UK.
- Keep Britain TidycoreKeep Britain Tidy administers the Chewing Gum Task Force grant fund and works with Behaviour Change on behaviour change intervention deployment across UK councils.
- Islington CouncilcoreIslington Council collaborated with Behaviour Change and Groundwork London on the pilot programme to improve experiences for people with sight loss, tagging obstructing hire bikes across the area.
- Groundwork LondonmajorGroundwork London led community engagement for the RNIB pavement obstruction project, engaging residents and businesses, distributing materials, and leading school assemblies.
- Freshwater StrategymajorEvaluation partner for the RNIB pavement obstruction project, using robust evaluation methods including quantitative surveys, in-depth interviews, and filmed streetwalks to measure intervention impact.
- The&PartnershipsupportingCreative agency that produced artwork for the RNIB pavement obstruction intervention project.
- Essex and Suffolk WatermajorPart of Northumbrian Water Group, worked with Behaviour Change on developing interventions to encourage correct use of dual flush toilets and save water.
- Leeds City CouncilcoreCommissioned Behaviour Change to create pilots to change landlord behaviour with the goal of raising standards in the private rented sector. The project included Property MOT Month, Tenancy Take-Off Toolkit, and Hazard Perception Test interventions.
- Dorset CouncilmajorPartnered with Behaviour Change to trial the Not Sure Box intervention for recycling contamination reduction in 2020.
- Kent County Council / Kent Resource PartnershipcoreWorking with WRAP, Behaviour Change designed a tailored 5-year behaviour change recycling strategy for Kent County Council to improve recycling behaviours and support Simpler Recycling and EPR delivery.
- Radley YeldarsupportingDesign agency that collaborated with Behaviour Change to develop the 'Bin The Wipe' concept and creative materials for the NWG sewer blockage reduction project.
- ReLondonmajorCollaboration with ReLondon to boost recycling rates amongst young Londoners and improve recycling in purpose-built flats with 'fresh new start' intervention achieving 150% increase in recycling.
- Among EqualssupportingDelivered a campaign with ReLondon to boost recycling rates amongst young Londoners.
- AxBC (Accelerating Behaviour Change)supportingDelivered second cohort of free learning experience for founders of climate-focused tech start-ups.
- Essex Fire and Rescue ServicesupportingPartnered with Behaviour Change to pilot the dual flush toilet intervention, hosting posters in their office headquarters for a 4-week intervention period.
- National TrustcoreCreated the award-winning '50 Things to do Before You're 11¾' campaign in 2012, which became National Trust's most successful behaviour change initiative, engaging millions of children.
- TescosupportingDistributed Eat Your Veg ideas and resources through Tesco's Eat Happy Project.
- RNIBcoreLong-term partner on programmes to change public perceptions and behaviours towards people with sight loss, including pavement obstruction reduction and hearing health initiatives.
- RNIDcoreWorked with RNID to implement behavioural science changes to their online hearing check, resulting in over 83,000 people taking the check.
- Greener JourneyssupportingCoalition of Britain's leading bus companies partnered with Behaviour Change on the Behaviour Change Lab, a three-year project to encourage drivers to switch to bus.
- Soil AssociationsupportingPartnered on Out to Lunch guide to help parents choose healthy options for children when eating out.
- DecernamajorCo-developed 'Sustainable Workplace Wins' toolkit featuring Brew the teacup character to help SMEs engage employees on sustainability. Decerna leads trialling and showcasing the toolkit online and at events.
Scale indicators12 records
Recent moves8 records
Expansion highlights5 records
Behaviour Change competitors and assessment
Company assessmentRegional players
- Nudg: UK-based behaviour change consultancy focused on sustainability, health, and social impact campaigns. Comparable in regional focus, customer segments (UK corporates, charities, councils), and methodology to Behaviour Change.
Direct peers
- Irrational Agency: Behavioural science agency that designs and delivers interventions and communications for brands and public-sector clients. Overlaps with Behaviour Change on intervention design, customer base (charities, corporates, public bodies), and the use of evidence-based approaches to drive measurable behaviour change.
- BEworks: Global behavioural economics consultancy that applies insights from behavioural science to commercial and public-sector challenges. Comparable to Behaviour Change in methodology (test-and-learn, intervention design) and target buyer profile (corporates, governments, NGOs), with a broader geographic footprint.
- Cowry Consulting: UK-based behaviour change consultancy applying behavioural science to environmental, health, and social challenges for government, charity, and corporate clients. Directly comparable in size, methodology, and customer segments to Behaviour Change.
- The Behavioural Insights Team: The Behavioural Insights Team (BIT) is the most direct UK-headquartered peer, applying behavioural science to design and test real-world interventions for governments and social-purpose organisations. Operates a similar test-and-learn methodology, serves overlapping UK public sector and international clients, and competes for the same behaviour change mandates.
Broad incumbents
- Accenture Song (Behavioural Design): Global professional services firm with a dedicated behavioural design practice embedded in Accenture Song. Competes with Behaviour Change for large enterprise and public-sector transformation mandates where behavioural science is one component of a broader digital and creative engagement.
- Ogilvy UK (Behavioural Science Practice): Large global creative and consulting network with an established behavioural science practice serving enterprise clients on sustainability, social purpose, and behaviour change campaigns. Mirrors Behaviour Change's sustainability and corporate behaviour change work but as part of a much broader portfolio.
Others
- Keep Britain Tidy: UK environmental charity that administers the Chewing Gum Task Force grant fund and partners with Behaviour Change on intervention deployment. Comparable as a UK behaviour change ecosystem partner and indirect stakeholder, rather than a direct competitor.
Emerging players
- Anthroplogy: Behaviour design consultancy that uses behavioural science, anthropology, and design thinking to create interventions for social and environmental impact. Comparable to Behaviour Change in mission (social/environmental good) and methodological approach, though smaller and more design-led.
- Paja Solutions: Behaviour change consultancy specialising in sustainability and ethical consumption interventions. Closely parallels Behaviour Change's sustainability focus (recycling, consumer behaviour) while operating as a smaller emerging player in the same niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Behaviour Change social profiles
Digital presenceBehaviour Change compliance and trust
Trust signalCompliance1 record
Behaviour Change financial estimates
Financial estimateRevenue estimate
Valuation estimate
Behaviour Change leadership team
Management profileNumber of profiles
Profiles2 records
Behaviour Change funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Behaviour Change M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Behaviour Change
What does Behaviour Change do?
Behaviour Change is a UK-based behavioural science consultancy that designs and delivers behaviour change interventions for social and environmental good. It serves government bodies, charities, and corporations by applying behavioural science frameworks to plan, prototype, and evaluate programmes aimed at shifting public and stakeholder behaviour on issues such as sustainability, health, and resource use. The firm operates as a boutique consultancy from Soho, London, working with clients including WRAP.
Is Behaviour Change a public or private company?
Behaviour Change is a private company. It is classified as unknown and is currently operating.
When was Behaviour Change founded?
Behaviour Change was founded in 2009. It employs 11 to 50 people.
Where is Behaviour Change based?
Behaviour Change is headquartered in London, United Kingdom, in the Europe region.
How does Behaviour Change make money?
Three revenue lines are on record. Behaviour change consultancy services are the primary driver. The others are workshops and training and communications audit services.
Who are Behaviour Change's main competitors?
Nudg is listed as a regional player. Direct peers are Irrational Agency, BEworks, Cowry Consulting and The Behavioural Insights Team. Broad incumbents are Accenture Song (Behavioural Design) and Ogilvy UK (Behavioural Science Practice). Keep Britain Tidy is listed as an others. Emerging players are Anthroplogy and Paja Solutions.
Does Behaviour Change have an API?
No public API is recorded for Behaviour Change.
What industry is Behaviour Change in?
Behaviour Change's product category is Behavioural Science Consulting. Its primary akta.pro industry code is BPAHACAD, Organization Design & Change Management Consulting, with a secondary code of BPAHAGAC, Change Management & Transformation Consulting. Its NAICS code is 54161 and its SIC code is 8742.