Welcome to Behaviour ID, a collaboration of independent Behaviour Change consultants.

We bring together a select group of behavioural researchers, strategists, communications and evaluation experts.

Working with purpose-driven organisations and partnering with agencies, we understand what shapes behaviour, develop strategies and interventions that support change, and then evaluate what works, what doesn’t, and what can be learned and improved upon.

Drawing on behavioural science and the psychology of identity, we turn those insights into more effective approaches.

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How we can help

From end-to-end programme support to help with a specific project element, our role is shaped around what you need. We can lead delivery, provide expert advice, or work alongside your team.

Strategy and communications

We take a strengths-based approach, aligning strategies and communications with people’s identities.

Ask us about: Why we take a strengths-based approach and align strategies and communications with people’s identities.

Behavioural research

We deploy mixed-method research approaches using the latest behavioural diagnostic frameworks to understand audiences, their motivations and the barriers they face.

Ask us about: How we blend qualitative depth with quantitative scale, and use identity to understand audiences, motivations and barriers.

Evaluation and tracking

We evaluate progress against specific theories of change and track the factors that may influence behaviour.

Ask us about: How we evaluate progress against specific theories of change and objectively track the factors that may influence behaviour.

Concept testing

We test and refine concepts with audiences in real-world environments over time, using an experimental approach.

Ask us about: How we use an experimental approach to test and refine concepts with audiences in real-world environments over time.

You work directly with us.

No account managers, no handoffs.

Better value

Fewer layers mean more flexibility, clearer communication and more of your budget going into the work.

Personally invested

We care, deeply, about the issues we work on. We are also independent, so every project matters to us.

Senior experts, start to finish

The people you meet are the people who do the work, no layers of project management, just direct access to the specialists delivering your project.

What challenge are you facing?

With decades of experience across myriad issues, both in Australia and around the world, let us know what your challenge is and find out how we can help.

Trusted by

Recent work

Ask us about how focusing on professional role identity helped Australia’s largest Primary Health Network begin to shift discriminatory attitudes and behaviours among healthcare professionals toward people experiencing issues with AOD.
Ask us about how we helped the NSW Government design a vaping cessation app for teenagers by grounding it in social identity, and addressing the anxiety and emotional regulation challenges that come with identity formation in the teen years.
Ask us about how we diagnosed and designed programs to address the psychosocial and identity-based factors driving teenage engagement with extremist content, and how we proposed to measure complex indicators of change.
Ask us about researching and designing interventions around coercive control, to measuring the effectiveness of mental health help-seeking campaigns, to developing marketing and service strategies for in-home rehabilitation — and much more.

Our approach

“True behavior change is identity change. When your behavior and your identity are fully aligned, you are no longer pursuing behavior change.”

James Clear

Whether we’re aiming to influence a one-off action or support a lasting habit, people’s choices are shaped by who they are and how they want to be seen by others. That’s why we apply a lens of identity, drawing on social and behavioural psychology behind it, to all our programmes of work.

Current state

High resistance + low alignment = low chance of sustained change

Future state

Low resistance + high alignment = high chance of sustained change

Our process

Our process is called, yes, ALIGN™. It does what it sets out to do.

By uncovering the identity dynamics that shape attitudes and behaviour, we make change not only possible and motivating, but aligned with who someone is, and who they want to become.

Our consultants

Kris White

Kris White is a behavioural insights specialist with over 20 years’ experience helping organisations understand what drives real behaviour change. He has worked across public health, sustainability, financial wellbeing, digital engagement and social cohesion, uncovering the identity, emotion and context that shape behaviour, and translating them into strategies for change.
He has led fieldwork and co-design in more than 15 countries, working with audiences from young entrepreneurs and health workers to culturally diverse communities and senior leaders. His work brings behavioural science into real-world settings—adapting to different cultural, emotional and social environments to ensure strategies resonate with how people see themselves, their roles and their world.

Mat Crompton

Mat Crompton is a behaviour change strategist with 10+ years’ experience delivering programs that shift behaviours in authentic, lasting ways. Founder of Behaviour ID, he has worked with governments, NGOs, and creative agencies to address some of the most pressing and complex challenges we face. This ranges from violent extremism, public health, social inclusion and many areas of harm reduction and sustainability. With a background in experimental and social psychology, advertising and brand strategy, Mat brings deep expertise in strategy, identity, and communications, helping organisations design change that connects with people at a deeply personal level.

Malia Bowkett

Malia specialises in research that informs and evaluates communications and strategic social change interventions. With over 20 years of experience, she designs and delivers rigorous mixed-methods research across global contexts, including counter-trafficking, disinformation, and post-conflict transformation. Her work spans qualitative, quantitative, AI-assisted, and hybrid methodologies, often recognised as best practice by external reviewers. Malia bridges strategy and research, using bespoke insights to shape and evaluate high-impact initiatives. She has led MEL frameworks and strategic evaluations for international efforts and holds a BA from Smith College and an MSc from the London School of Economics.

Adélaïde Vinay

With 10+ years’ experience in qualitative research and behaviour change, and a degree in anthropology from the University of Oxford, Adélaïde solves complex business and organisational problems based on a detailed understanding of humans and the systems they live in.
Adélaïde has worked across the globe in the private, public and not-for profit sectors, with a speciality in unpicking the cultural and identify shifts at work in organisational transformations (from large companies and hospitals to small NGOs.) Her fieldwork experience has covered everything from working with displaced people and refugees, senior business leaders, patients in end of life care, healthcare professionals, young people in digital contexts, European farmers, BAME individuals in northern England and national police.

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