Each of us strives to carve out a unique path towards a brighter future, filled with happiness and fulfillment. However, the available choices at our disposal do not always lead us to the desired outcomes, often surprising us with unexpected results.
Numerous factors play a pivotal role in shaping our understanding of the world and how we navigate the web of choices before us. Some of these factors are rooted in society, such as prevailing norms that perpetuate discrimination and compel communities to adhere to harmful practices. Others are deeply psychological, like the mental frameworks that dictate our perception of what is desirable or attainable.
Regrettably, for families grappling with poverty, facing insecurity, or relying on fragile public systems, there exist many barriers that restrict their decision-making power.
Collectively, these factors shed light on why our actions, whether individual or collective, do not merely reflect our personal preferences or beliefs. Interestingly, it is our social and behavioural patterns that either contribute to or obstruct the adoption of positive practices and hinder the progress toward more equitable, inclusive, and peaceful societies. Drawing from a diverse range of disciplines, including sociology, psychology, communication, and behavioural economics, social behavioural change is all about an array of strategies and interventions that harmonize scientific knowledge with community insights, with a primary focus on expanding people’s control over the decisions that shape their lives.
Let us understand what this means, for example, we may have increased availability of health care services, this does not mean that we will definitely improve the well-being of our population or having a public school in every nook and corner may not mean hundred percent educated folks around us. Users may encounter difficulties in reaping the benefits of programs designed for their welfare for a variety of reasons. Sometimes, the value of a program is not immediately apparent, while on other occasions, it fails to address the fundamental challenges or hidden barriers to access.
What is visible to us about education or health facilities is something like this. Despite the availability, parents may make choices of keeping their children out of school or despite having facilities to vaccinate their children, they may still not go for it. So what is it that holds them back, for sure these choices are not driven by ill intentions. Is it lack of knowledge? or simply their incapability to take right decisions?
Often people talk about low awareness levels or lack of knowledge. Is that true? Does altering of knowledge make a difference? Is it sufficient to induce changes in behaviour of decision-making. When talking about social and behaviour change, a lot of things have to be harmonized, starting from local wisdom with scientific insights, to focusing on supporting the most vulnerable among us. We often have to have a combination of strategies and may require tailored approaches for different contexts and target populations.
The success of any approach depends on understanding the specific behaviour to be changed, the underlying motivations, and the cultural and social factors at play.
Examples are many. Anti-smoking campaigns have been successful in reducing smoking rates by educating people about the health risks associated with tobacco use. Seatbelt laws and mandatory helmet laws for motorcycle riders have increased safety compliance and reduced traffic fatalities. Television shows and movies featuring strong female protagonists can challenge gender stereotypes and promote gender equality. Community-based organizations working on HIV/AIDS prevention engage with local communities to raise awareness and promote safe practices. Cash incentives for participating in wellness programs at workplaces have been shown to motivate employees to adopt healthier lifestyles.
Fitness apps use gamification elements like rewards and competition to motivate users to exercise regularly and maintain a healthy lifestyle. Parenting programs that teach positive parenting techniques can lead to improved child behaviour and development. Anti-bullying programs in schools help to change behaviour by fostering empathy and respect among students.
In the recent past, we have had campaigns and efforts that focus on nudging individuals toward desired behaviours. Reminders, as a tool, have yield significant impacts in such cases. We have also been utilizing “prompted choice” as an approach wherein individuals are not mandated to decide but are instead invited to choose from a set of suggestions. Incentives also play a prominent role in behaviour change endeavours. Coming back to availability of health care services, it is not the clinic alone, but free drugs, diagnostics, dialysis, transport services, and many such incentives encourage healthcare service utilization. The other example is “Swachh Survekshan” initiative that annually ranks cities based on their cleanliness status, fostering a spirit of healthy competition among them. It also promotes extensive citizen participation and relies on citizen feedback as a key data source. To promote water conservation, the “Sahi Fasal” campaign has been launched under the National Water Mission (NWM).
This initiative encourages states to consider water-efficient crops or crop diversification while urging farmers to cultivate alternative crops that consume less water. Additionally, the NWM has introduced the “Catch the Rain” campaign, which encourages states and stakeholders to construct suitable Rainwater Harvesting Structures aligned with local climatic conditions and subsoil strata before the monsoon season.
Social exclusion in India encompasses various dimensions, including caste-based discrimination, vulnerabilities stemming from religion, age, economic status and occupation, physical and mental ability and gender identity. Different marginalized groups face distinct challenges and forms of exclusion. For example, gender-based exclusion may involve unequal access to education and economic opportunities, while exclusion based on disability might relate to physical barriers and lack of accommodations. Understanding these unique challenges is essential to tailor interventions appropriately.
One-size-fits-all approaches are often ineffective in addressing social exclusion. Tailored strategies are needed to account for the specific needs, aspirations, and contexts of different marginalized communities. Social and behavioural change efforts to combat exclusion should be continually monitored and evaluated. Empowering marginalized communities to participate in the decision-making processes that affect their lives is a fundamental aspect of addressing exclusion. When individuals and communities have a voice in shaping policies and programs, their needs are more likely to be met. Lessons learned underscore the need for patience, continuous learning, and a holistic view of change processes.