Behaviour by design: the rituals that ripple
We often talk about behaviour change as something we do to others.
Posters to nudge. Defaults to set. Norms to reinforce.
But in practice, behaviour change often starts with us.
What we notice. What we reward. What we repeat.
It’s not just what people do. It’s what we make possible.
In Adur & Worthing, we’ve seen small behaviours spark bigger shifts.
A council officer rewrites a form with plain English so it no longer confuses people. Not because someone told them to — but because they couldn’t stand watching another resident feel small.
A digital team invites real users to shape the feedback loop in a new platform. Not to hit a KPI — but because they believe better outcomes come from better conversations.
None of this was prescribed. It came from noticing. From asking: what behaviours already exist that we can support, not override?
What behaviour design teaches us
“Transformation happens not when people adopt new tools, but when they adopt new behaviours.”
That shift feels especially important in public services — where culture change can’t be commanded, only cultivated.
Gardiner outlines four useful provocations:
- Uncover unusual behaviours already happening
Ask the people on the margins. The colleagues quietly adapting. The residents finding their own way through. - Spot which behaviours are spreading across networks
Behaviour isn’t just individual — it’s relational. Notice what’s catching on, what’s being copied, what people are proud to share. - Understand what really motivates people
Beyond roles or rules — what values are people expressing through their actions? - Design environments that support change
Not to coerce, but to make it easier to try something new. To make better behaviours more likely.
Real-world examples
🌀 In the Thriving Together programme, we’re seeing people use language that reshapes relationships — not “hard to reach” or “vulnerable”, but “connected”, “curious”, “trusted”.
🌿 In our digital participation platform, Go Vocal, we’ve seen more inclusive engagement when people can respond in their own time, at their own pace.
🎨 In our service redesigns, some of the most powerful behaviours aren’t new tools, but old rituals made visible — quiet listening, warm introductions, test-and-learn mindsets.
🧵 Beyond Adur & Worthing, projects like We Can Move are showing how behaviour change in physical activity can be supported by systems and social norms — not just slogans or incentives.
Designing for behaviours we value
So often we try to script change. But behaviours don’t always follow a script.
Instead, we could:
- Model curiosity before competence
- Create rituals, not just processes
- Design for permission, not perfection
- Share what’s working early, not just when it’s final
This doesn’t mean abandoning structure — it means shifting from control to conditions.
From doing change to people, to creating spaces where change can take root.
Want to try this with your team?
Here’s a short team activity to help you surface the behaviours shaping your work:
🧭 Spotting behaviours that matter (team exercise)
🧠 Step 1: Think of a recent moment where someone in your team, community or service did something that made a difference.
✍️ Write down the behaviour, not the outcome.
👂 Step 2: In pairs, share what enabled that behaviour.
Was it a person? A process? A permission? A cultural cue?
🌱 Step 3: As a group, reflect: How might we make more of that possible — and visible?
Use this as a seed, not a script. Perfect to drop into a team huddle, workshop or away day.
Would love to hear what behaviours you’re spotting — and how they’re shaping what you design.
