Influencing Behavioural Change for the Public Good

How do you encourage people to take on some personal pain for the betterment of society?

Many public sector initiatives are based on the assumption that people behave in rational ways. However, this is often not the case—with the result that these initiatives can be rendered ineffective. Drawing on insights from the behavioural sciences, this course identifies key levers for changing behaviours for the public good.

You will learn how to use behaviourally-informed strategies and tools to influence social attitudes and actions and how to leverage evidence-based behavioural insights to increase the effectiveness of public policies, programs and interventions.

Taught by one of the world’s leading experts on social marketing

Faculty Image

This program is taught by Kate White, professor at the UBC Sauder School of Business. White is a leading expert on prosocial consumption and social marketing, and recently named one of the top five marketing researchers in the world by the American Marketing Association.

Kate has developed a framework of five factors for changing consumer behaviour and will share how each of the factors and focus on how organizations can encourage changes within consumers including: Social, Habits, Individual Self, Feeling and Cognition, and Tangibility.

As featured in Sustainable Brands
Creating the SHIFT:
Dr. Kate White on Redesigning Consumer Behaviors

As featured in The Globe and Mail
Consumers making decisions based on brands' position on social issues


  • Appreciate how behavioural insights can be applied across a wide variety of domains (energy usage, health care, civic engagement, financial planning, volunteerism etc.) 
  • Uncover the hidden influences that can make people behave irrationally
  • Analyze the behaviour change process and apply behavioural insights to help nudge it 
  • Select and use the most relevant behaviourally-informed tool for your specific problem
  • Test and increase the effectiveness of a behavioural change intervention
  • Achieve desirable social outcomes by aligning policy creation with real human behaviours