Chapter 12
Behavioural change for all key stakeholders
Building on the discussion in Chapter 11 about how behavioural change efforts have traditionally focused solely on local communities, this chapter explores how social and behavioural science can be leveraged to advance conservation projects across all stakeholder levels, moving beyond traditional approaches. It demonstrates how applying behavioural science to a broader range of stakeholders can help address conservation challenges more effectively.
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Conservation challenge: Protecting water resources and biodiversity in the Okavango River system
The Okavango River system, a vital water source for both human populations and wildlife in Southern Africa, faces growing pressure from unsustainable fishing, pollution, and climate change. As the river meanders through the Okavango Delta, it sustains rich biodiversity and supports local communities that depend on its waters for agriculture, fishing, and daily life. However, the delicate balance between human needs and ecosystem health is at risk.
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Addressing this challenge requires a collaborative approach, engaging multiple stakeholders—each with unique interests and behaviours—to work together. By applying behavioural science, can better align the needs of diverse groups, encourage responsible resource use, and protect the future of the Okavango River system
Below, you’ll find a set of tables with specific behavioural goals for each stakeholder, along with some examples of how to engage with them through a behavioural lens. Please note that this is a fictional case study without research, meaning the proposed scenarios and activities are not evidence-based.
Local Communities & Fisherman
Government & Decision-Makers
International Donors
Markets & Consumers
Currently, some community members engage in unsustainable fishing and pollution due to a lack of awareness, economic necessity, or weak enforcement of regulations. The desired behaviour is to adopt sustainable fishing practices and take an active role in conservation efforts.
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Proposed behaviour change activities:
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Social Norms & identity framing: Use respected local leaders to promote sustainable fishing as a shared community identity.
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Integration of traditional ecological knowledge: Work with elders and traditional leaders to incorporate Indigenous fishing practices that have sustained the Okavango for generations.
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Reciprocity and trust-building: Establish community conservation agreements, where adhering to sustainable fishing practices results in community benefits. Public commitments from fishers can create accountability.
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Gamification and rewards: Introduce incentive programs rewarding villages that meet fishing sustainability targets.
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Default options: Provide fishing gear that aligns with sustainable practices by default, making conservation the easy choice.
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Status & recognition: Create a certification or label for "sustainable Okavango fishers" that boosts their market access and reputation.
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Science communication: Provide fishermen with accessible, practical knowledge on how sustainable fishing preserves fish stocks, improves livelihoods, and ensures food security. Use visual storytelling and hands-on demonstrations to bridge the gap between science and practice leveraging the "present bias" that makes short-term losses feel more significant.
Currently, policies may not effectively balance conservation and human needs due to competing interests, lack of enforcement, and short-term political pressures, while the desired behaviour is to implement and enforce policies that support sustainable fishing.
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Proposed behaviour change activities:
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Loss aversion framing: Present overfishing as a risk to economic stability, national food security, and political reputation. Show examples where fisheries collapse led to governance failures.
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Peer comparisons: Highlight successful fisheries management models from similar regions to create a sense of competition and a desire to align with best practices.
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Commitment and consistency: Secure public commitments from policymakers, ensuring accountability and reinforcing long-term conservation measures.
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Empowering local governance: Strengthen collaboration between the government and traditional leadership structures to co-manage fisheries, ensuring regulations align with cultural practices and community priorities.
Currently, funding is provided based on large-scale environmental impact reports but may overlook behavioural change interventions, while the desired behaviour is to invest in behavioural science-based sustainable fishing strategies.
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Proposed behaviour change activities:
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Impact visualisation: Use data storytelling and case studies to show how behaviour-focused funding yields measurable conservation outcomes.
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Reframing as a global legacy issue: Position funding sustainable fisheries as a prestigious, high-impact legacy investment.
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Simplifying decision-making: Provide easy-to-navigate funding application processes that prioritise behaviour-based interventions.
Currently, many markets and consumers prioritise affordability over sustainability, inadvertently driving demand for unsustainably sourced fish, while the desired behaviour is to support sustainably sourced fish and create market pressure for responsible fishing.
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Proposed behaviour change activities:
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Consumer awareness campaigns: Use behavioural nudges such as eco-labeling and messaging to make sustainable fish the preferred choice.
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Reframing as a global legacy issue: Leverage influencers and community leaders to normalise purchasing sustainable fish.
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Price incentives and availability: Work with retailers to ensure sustainable fish options are competitively priced and prominently displayed.