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Behavioural Science

Enabling better choices

Just a decade ago, behavioural science was in its infancy. Today, it is a well-established discipline that many institutions are integrating into policies and programmes.

People do not always behave in predictable ways and human behaviour is often shaped by a variety of factors, including biases and mental shortcuts. If United Nations entities strengthen their behavioural science capabilities, we can increase the impact of our strategies and tailor our initiatives better to contexts.

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For Example...

Behavioural science can improve social protection uptake

There are millions of individuals who fail to 
access social protections to which they are entitled. With stronger behavioural science expertise, United Nations entities, for example, can support Member States in simplifying registration procedures, improving outreach, facilitating automatic enrolment, improving the completion of tasks, tailoring processes to local realities and building trust – to achieve shock-responsive and universal social protection.

What building behavioural science capacity means

Nurturing behavioural science capacity is about building our knowledge of how people act, make decisions and react to policies, processes and incentives, in order to create better choices and positive change.

As a multidisciplinary field, it combines methods from psychology, economics, communications, data science, sociology and other fields to craft strategies that work with – not against – the grain of human nature.

Ways in which behavioural science can have impact

1

Increasing uptake of social security enrolment

2

Increasing girls’ enrolment and retention in schools

3

Encouraging climate-friendly and recycling behaviour

4

Reducing administrative burdens

5

Promoting healthy practices and vaccine uptake

6

Reducing stigma related to HIV/AIDS and mental health

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Changing social norms to combat gender-based violence

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Encouraging women’s’ political participation and leadership

António Guterres

Secretary-General

“Behavioural science helps us to diagnose how and why people do the things they do, which can be crucial for designing more effective programmes and policies, improving our internal operations, and reducing bureaucracy.”

Key resources

UN Secretary-General’s Guidance Note on Behavioural Science

The Guidance Note is an introduction to the practice of behavioural science at the United Nations. It outlines how it can enhance the UN’s mandate delivery, programme implementation and improving its administration.

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UN Behavioural Science Group

The UN Behavioural Science Group brings together UN colleagues and observers from governments, academia, civil society and more. The Group hosts knowledge-sharing events and provides practical guidance.

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Voices on behavioural science

How UN leadership, colleagues and youth from across the globe are getting inspired by and sparking action around UN 2.0

UNOCT

Vladimir Voronkov

Under-Secretary-General for Counter-Terrorism

By harnessing the power of behavioral insights, we can deepen our understanding of the underlying drivers behind radicalization to violence and develop innovative approaches to address them effectively.

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Vladimir Voronkov

Under-Secretary-General for Counter-Terrorism

By harnessing the power of behavioral insights, we can deepen our understanding of the underlying drivers behind radicalization to violence and develop innovative approaches to address them effectively.

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DGC

Melissa Fleming

Under-Secretary-General for Global Communications

Behavioural science insights are essential for us to define the communications tactics that could inspire change. They are the foundation of our approach and should be the cornerstone of every modern, data-based, impactful communications strategy or campaign.

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Melissa Fleming

Under-Secretary-General for Global Communications

Behavioural science insights are essential for us to define the communications tactics that could inspire change. They are the foundation of our approach and should be the cornerstone of every modern, data-based, impactful communications strategy or campaign.

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UN Youth

Salihu Aliyu Idris

UN Youth

My inspiration behind UN 2.0 is the desire to live in a world that is more effective, inclusive, and responsive to the needs and aspirations of people around the world. Incorporating the latest advances in foresight and behavioral sciences can be a more powerful force for positive change, helping to build a more peaceful, equitable, and sustainable world.

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Salihu Aliyu Idris

UN Youth

My inspiration behind UN 2.0 is the desire to live in a world that is more effective, inclusive, and responsive to the needs and aspirations of people around the world. Incorporating the latest advances in foresight and behavioral sciences can be a more powerful force for positive change, helping to build a more peaceful, equitable, and sustainable world.

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Discover behavioural science action

UN 2.0 is about leveraging our connections across the globe, with teams and projects active in over 160 countries. Click on the map to learn more.

The location indicators on this map are illustrative and do not necessarily show where entities are based. The depiction and use of boundaries, geographic names and related data shown on maps are not guaranteed to be error free, nor do they imply official endorsement or acceptance by the United Nations.

Explore UN 2.0 Initiatives

UNDP

Extreme Lives Advocacy Project

The Extreme Lives project created short documentaries for at-risk youth in Asia. Using behavioral insights, the films aimed to change perceptions, boost self-control, and foster community connections.

UNDP

Promoting STEM among Girls

UNDP Maldives utilized behavioral insights to counteract social and cultural barriers inhibiting girls from pursuing STEM careers. Iterative strategies were developed and tested to stimulate confidence, awareness, and readiness.

IFAD

Overcoming Gender Gaps with BeSci

An IFAD study revealing behavioral barriers sustaining gender gaps. It provides a fresh perspective and roadmap for women’s economic empowerment, participatory decision-making, and work redistribution.

IFAD

Overcoming Sexual Harassment Reporting Barriers

“Top Secret Helpline”, a mobile app minimizes behavioral barriers to reporting sexual harassment cases, encouraging more people to speak up, access resources, and seek help.

UN Women

Bridging Gender Gaps: STEM and Parental Leave

UN Women leverages behavioural studies in Bosnia and Herzegovina and Uruguay to develop interventions that address gender disparity in STEM and employment after motherhood.

UNHCR

Behavioural Insights for Better Communication with Displaced People

Partnership to explore how communication strategies rooted in behavioral, cognitive and social science can accelerate the spread of innovative approaches to providing care and protection to the world’s more than 65 million displaced people.

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Explore UN 2.0 Strategies & Publications

UNEP

UNEP Behavioural Change Advisory Document

Why behavioral change matters to the Global Environment Facility and what to do about it

UNIN

Behavioural Science Practitioner’s Guide

Practitioner’s Guide to Getting Started with Behavioural Science: Applications to UN Policies, Programmes and Administration

UNIN

SG’s Guidance Note on Behavioural Science

The Secretary-General’s Guidance urges all colleagues to explore and apply behavioural science in programmatic and administrative areas and collaborate to realise its tremendous potential for impact towards the SDGs.

UN OCT

Hub on Behavioural Insights to Counter Terrorism

Serving as a global platform, the Hub fosters collaboration for behavioural insights in counter-terrorism, driving impactful capacity-building, enabling synergistic programming, and promoting strategic partnerships.

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How we will change

Improve our programmatic offer

Offer more programmes informed by behavioural insights and assist Member States to integrate behavioural science into public policy and administration.

Apply new skills on the ground

Learn along real use cases that create immediate value for those we serve and cultivate a broad set of behavioural science methods across the UN, while employing them responsibly.

Shift organizational foundations

Empower teams with access to tools, training and centres of excellence, engage all UN leadership, design new job profiles, leverage technology, and align governance and metrics.

Explore the UN 2.0 Quintet
of cutting-edge skills

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Go to foresight
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