The challenge of creating lasting, positive behaviour change has never been greater.
We live in a world of more information but less trust.
More connection, but less consensus.
People are easier to reach, but harder to move.
And quicker to reject what doesn’t feel like their own.When we want change to be transparent and voluntary, when we ask people to choose, not comply, identity shifts from being one of many influences to the defining one.
Working with identity reduces resistance, minimises backlash, and leads to more sustainable outcomes.
Because lasting change doesn’t come from coercion, compliance, or short-term incentives.
It comes from alignment. Where a new attitude or behaviour feels not only possible and desirable, but true to who someone is.That’s why we start with identity.
What sets us apart: five core principles
1. Respect complexity. Create simplicity.
We respect the complex interplay between systems, social structures, and lived realities that shape attitudes and behaviours. Our job is to distil that complexity into clear insights and actionable strategies that we can act on.
2. The past shapes the path forward.
Lived experience, memory, and identity all shape how people see change. We explore what people bring with them, emotionally, socially, and culturally, to better support where they’re going.
4. Good intentions aren’t always good enough.
Even the most well-meaning interventions can have unintended consequences. We anticipate identity misalignment, backlash, and behavioural reactance, always designing to avoid harm, not just create good.
3. Bias is everywhere. So are better questions.
Every brief, conversation, and campaign begins with assumptions and our own biases. We surface these early through tools like Bias Workshops and Hypothesis Amnesties, not just to challenge them, but to reframe the questions we ask. Because when you start with better questions, you uncover deeper truths.
5. Build with, not for.
We believe real insight comes from working alongside those who know the issue best, whether through lived experience, service delivery, or research. That’s why we prioritise co-creation, participatory research, and deep collaboration. We treat expertise as something shared, not centralised