New year, new you?
That idea is underpinned by a behavioural science insight called ‘the fresh-start effect’. We all like new beginnings – it’s why we sign up for the gym in January, why the diet always starts on a Monday, and why we feel inspired when we open a fresh notepad.
Used well, the fresh-start effect can be a powerful motivator to change.
So, what are you prioritising with your new year?
Why you should prioritise behavioural science in 2025
Behavioural science is the science on how we all think, feel and act. That means, in one way or another, it’s likely to be a part of every action and interaction your 2025 will bring.
Understanding and applying the principles of behavioural science could set you up for an incredible year.
Here are five reasons why:
1. You can get better results
Behavioural science has been shown to demonstrably improve business results.
Research by Gallup revealed 10 companies that applied behavioural science principles outperformed their peers by 85% in sales growth and more than 25% in gross margin over a recent one-year period.
But even if you aren’t in sales, understanding the fundamental principles that drive human behaviour could help boost your results.
See what one BEHAVES Academy learner had to say about applying behavioural science to his results:
”This is an excellent introduction to behavioural psychology, in the context of transformation, change and communication. Having seen previous initiatives fail to achieve the desired outcome, this course offered a step change in my thinking and approach.
Richard CHead of Engineering, Defence & Aerospace Industry
Well structured, concise and easily understandable, the BEHAVES Academy offers a systematic toolkit of techniques, with brilliantly simple illustrations of how to apply the theory in real situations. I am already seeing benefits in personal interactions and will be using for my broader communication strategy in 2025.
2. You can level up your communication game
Poor communication is expensive. In fact, research shows that business leaders estimate their teams lose 7.47 hours per week due to poor communication – equivalent to almost a full day each week.
Behavioural science provides tried and tested methods that help us to better understand how people think and behave. Armed with this knowledge we can design communications that more effectively influence the decisions people make.
By focusing on core behavioural-science principles – the timings of communication, who the message comes from etc. – you can help the information land much more effectively, and potentially get wider buy-in for your ideas and projects.
See what one BEHAVES Academy learner had to say about applying behavioural science to her communication:
”I think the framing has been really useful for me. And even in just the way that I communicate internally with people - it's just helpful to ask myself what I'm actually trying to get out of this interaction or this question... and make it more sort of concise and precise as a result.
Maya Dharampal-Hornby
3. You can start to see behavioural science being used everywhere
Behavioural science is increasingly applied in our day-to-day lives. As more people start to understand the core principles – and apply them – you run the risk of falling behind.
For instance, 2024 was the biggest year for elections in human history. According to the UN, half of the world’s population – some 3.7 billion people – had the opportunity to go to the polls across 72 countries.
This meant a lot of messaging flying around, some official, some not, but much of it underpinned by core behavioural science principles and attempting to influence you one way or another.
Knowing the science helps you avoid falling victim to those misusing it.
See what one BEHAVES Academy learner had to say about noticing behavioural science more:
”I think there are things that I've been doing at work or even in my personal life – they were there - but not tied to a specific phrase. With this BEHAVES workshop and the Academy, it actually puts names to the things that we do and in specific different categories.
Wilhelmina ChikProject and Account Manager
4. You get a skill that AI can’t use
2024 was the year AI hit the mainstream.
In the latest McKinsey Global Survey on AI, 65 percent of respondents said that their organisation regularly uses generative AI.
With the rise of AI, understanding people becomes even more important. Understanding people on a deeper level and full comprehending what makes us all tick – whether rational or not – is a skill that only lives with humans (for now).
See what one BEHAVES Academy learner had to say about applying insights in a practical way:
”I found the BEHAVES Academy quite relevant to the kind of stuff I do. Seeing another real-world application of the same kind of persuasive techniques that I'm often trying to implement was pretty interesting. And the interactive aspect of it double checks that you're tuned in and thinking it through.
Thanks to the framework, I've got a reference point now - so if I am trying to build out a practical application for this in the future, I've got these 14 insights to compare something to or, or to review something through. So yes, I've got a nice lens that I can apply to behavioural psychology applications now. It's been pretty helpful for me.
Anthony StrattonGrowth Marketer
5. Boost your employability?
We talked about fresh starts, so let’s not forget that more than half (53%) of workers surveyed said January represents a new start, which makes it the perfect time to embark on the next chapter of their career.
But even if you aren’t looking for a new role, your new behavioural science skills could be a valuable addition to helping you to climb the career ladder in your current role.
(Especially when you start getting the results we saw in point one).
See what one BEHAVES Academy learner had to say about using behavioural science to individuals (and teams) grow:
”BEHAVES is a really easy to digest course that helps simplify behavioural science in a practical way. It is excellent both for an individual wanting to understand more and get a usable introduction to behavioural science but also has great value for any business navigating a period of change - giving a team a sold framework to work within and a common language to discuss issues is hugely beneficial.
Jess BrewerHR Consultant and Leadership Development Coach
Eager to learn behavioural science in 2025?
If you’re interested in learning about behavioural science, The BEHAVES Academy condenses the whole field into:
6 Modules
3 Hours
12 Exercises
That’s less than half that time your new comms skills could save you each week. Plus, it’s CPD accredited, so it counts towards any hours of personal development you’re expected to do this year.
