“We need people to change their behaviour in order for project x to be successful.”

Putting aside the paternalistic tone, behaviour change interventions do seem to be having a renaissance in public engagement and consultation work after its fall from the heady days of nudge theory. We have been working with a couple of clients eager to embrace for example the COM-B model in order to influence participation, or dare I say, the outcome of a public consultation. But is there a good fit between behaviour change methods and public consultation?

In this article, we’ll compare behaviour change models and public consultation practices in the UK and how these may be applied in public policy and decision-making processes.

First, a quick review of some behaviour change models:

1. The Transtheoretical Model or Stages of Change model.
   Components: Precontemplation, Contemplation, Preparation, Action, Maintenance.
   Application: Used in health promotion to assess an individual’s readiness to act on a new healthier behaviour and provide strategies to guide the individual through the stages.
2. Theory of Planned Behaviour model.
   Components: Attitude towards the behaviour, subjective norms, and perceived behavioural control.
   Application: Predicts deliberate behaviour by analysing an individual’s intention to engage in a behaviour. Applied in various fields, including health, environment, and safety.
3. Social Cognitive Theory.
   Key Concepts: Observational learning, imitation, and modelling.
   Application: Used in public health interventions to encourage behaviour change through the influence of others and self-efficacy.
4. COM-B Model.
   Components: Capability, Opportunity, Motivation, Behaviour.
   Application: Focuses on identifying what needs to change for a behaviour to occur and designing interventions accordingly. Widely used in UK public health and policy.
5. Nudge Theory.
   Principle: Indirect suggestions and positive reinforcement to influence behaviour.
   Application: Employed by governments (notably the UK’s Behavioural Insights Team, or “Nudge Unit”) to design policies that encourage people to make better choices without restricting their freedom.

And an equally quick review of Public Consultation Practice in the UK.

Public consultation involves engaging with the public and stakeholders to inform policy decisions. Key aspects include:

1. Use of Legislation and Guidance – Cabinet Office Consultation
   Principles: Sets out the government’s advice regarding planning and conducting public consultations, emphasising stakeholder engagement transparency, accessibility, and timeliness.
   Statutory Requirements: Certain policies and projects require mandatory public consultation (e.g., large infrastructure projects).
2. Public or case law
   There is a huge amount of case law relating to conducting public consultation these largely emanate from the doctrine of legitimate expectation (of the public/stakeholders of there being a consultation) and the Gunning principles- a legal framework of good practice devised by UK courts which require consultations to be at a formative stage, that allow for intelligent consideration, that allow time for consideration and response and that the results are conscientiously considered. Furthermore it is generally considered that equality impact assessments are undertaken to inform throughout any consultation process.
3. Methods of Consultation: Surveys and Questionnaires: Gathering of quantitative and qualitative
   data from a broad audience.
   Public Meetings and Workshops to facilitate face-to-face engagement and discussion.
   Online Platforms including digital consultation via websites, social media, and dedicated platforms like Citizen Space.
4. Stages of Consultation:
   Preparation: Identifying stakeholders, setting objectives, and designing the consultation process.
   Consultation: Actively seeking input from the public and stakeholders.
   Analysis: Reviewing feedback to identify common themes and insights.
   Response: Reporting back on how the input has influenced the decision-making process.

Comparison and Integration
Behaviour change models are being used to inform public consultation practices, particularly in designing
effective engagement strategies. For example, understanding the Stages of Change model can help tailor
communication and interventions at different phases of a consultation. Social Cognitive Theory’s emphasis on observational learning can be applied to leveraging community influencers to shape opinions and behaviours.

Nudge Theory and the COM-B Model can be applied to develop policies that guide public behaviour in desired directions, often based on feedback gathered through consultations.

In summary, we believe that used appropriately behaviour change models provide a theoretical foundation for understanding and influencing public behaviour, while public consultation practices offer a formal approach to engaging the public and incorporating their input into policy-making. Together, they create a comprehensive framework for developing and implementing effective public policies in the UK.

To discuss how behaviour change models could be used to drive your engagement and consultation work, call the Consultation Institute on 01767 318350 or email us.