This website (behavior-cmp.org) aims to be an additional resource to support applying behavior change theory when going through the Conservation Standards cycle. The behavior change frameworks page provides a deep dive into the theory and thinking behind different frameworks evaluated to build a set of levers to help use behavior-centered design in conservation planning. Each lever subpage captures the definition of the lever, guidance on selecting strategies and building theories of change using the lever, lever applications, and other tips, such as lever combinations and common traps to avoid.
Conservation challenges are often behavioral challenges. To solve them, it is important to consider how human behaviors at all levels of a system can support, scale, or block progress to your conservation goals. Behavior change is the process of changing what people do – increasing, maintaining, or decreasing a current behavior, or adopting a new behavior. When seeking to change behavior, it is key to understand the unique social, cultural, political, and economic contexts and systems in which these behaviors occur. This includes understanding whether your goals align with the goals of key actors and interested parties, reflecting on your biases and power dynamics about “right” behaviors, and considering the potential to do harm instead of good. Behavior change activities should be transparent and inclusive and follow ethical guidelines for research, engagement, communication, and evaluation.
Regardless of the scope you define, addressing conservation challenges almost always necessitates understanding, changing, and/or amplifying human behavior at one or more levels.
