Written by  Sophie Babic

As part of the new financial year, the IMPACT team sat down with behaviour change specialist, Kris White, to talk about the key trends shaping the field. We discussed innovative tools and the growing need to approach behavioural change with empathy, ethics, and systems thinking.

From WEIRD to real-world research

Behavioural science has become mainstream. Now nearly every marketing, policy, and innovation team references “behavioural insights”. But this rise in popularity has sparked a deeper awareness of how behavioural science is actually being used and whether it lives up to its promise.

There’s now a stronger emphasis on basing research on real-world data, not just lab studies. That includes challenging WEIRD research, studies based on participants who are Western, Educated, Industrialised, Rich, and Democratic.

These samples, while common in academia, aren’t a true reflection of the global population. As behavioural interventions are rolled out more broadly, questions of context, culture, and lived experience have become critical.

The field is becoming more empathetic, more culturally attuned, and more aware that context matters. As Kris put it: “Context doesn’t just influence behaviour, it produces it.”

A behaviour change message or intervention might work well in a controlled setting or with one group but fall flat elsewhere. If it doesn’t reflect people’s environment, social norms, or day-to-day constraints, even a well-designed intervention can miss the mark. 

Nudge, Sludge and Boosts 

From apps to websites and customer service, there’s growing public awareness and scrutiny of how behavioural science is applied. Kris noted we’re entering a more critical phase of the field, where the ethical use of behavioural techniques is under sharper review.

Nudges are subtle design cues that help people make better decisions without restricting choice, for example, setting greener energy plans as the default or prompting reminders to recycle.

In contrast, sludge refers to design patterns that create friction, confusion, or pressure, think hidden unsubscribe links or fake urgency messages. These techniques often serve business goals at the expense of user autonomy, raising ethical concerns.

Now, a third approach is gaining traction: boosts. Unlike nudges, which steer choices, boosts aim to build people’s capacity to make informed, autonomous decisions. That might mean offering transparent comparisons, clear language, or tools that enhance critical thinking. Boosts respect the user’s agency while still supporting positive outcomes.

“We’re at a turning point. It’s not just about influencing decisions anymore, it’s about how we do it, who benefits, and whether we’re building agency or undermining it,” Kris suggested.

Digital twins

One of the most groundbreaking shifts Kris highlighted is the use of AI-powered digital twins.

These are virtual simulations of people or groups, trained using large behavioural datasets. Once created, they can be used to model, test, and predict human responses in a simulated world – saving time, cost, and reducing risk.

“If you’ve got high quality data through research or other metrics, you can build a digital twin of your audience. That means you can model and test communications, policies, or pricing strategies in real time, without ever needing to go live. It’s a safer, smarter way to anticipate real-world impact,” Kris explained.

However, these systems are only as good as the data behind them and regularly updating and augmenting that data is essential to reflect a changing world. As tools for real-time behavioural understanding, digital twins are fast becoming a powerful asset in the behavioural science toolkit.

Looking ahead

As behavioural science continues to evolve, the focus is shifting from simply influencing behaviour to understanding it more deeply and efficiently. Tools like digital twins and AI-enhanced research platforms are pushing the field into new territory, making it more accessible, responsive, and human.

To learn how behavioural insights can level up your next strategy or campaign, contact Nicole at nicole@impactagency.com.au.