Engagement & Awareness vs Behaviour Change

More people knowing something does not always mean more people doing it. Matt Furness begins with the US “Five a Day” campaign, where awareness of healthy eating increased significantly but actual fruit and vegetable consumption did not change. The same mistake often happens in organisations, where large investments in training, communication and engagement are treated as evidence of progress. This video challenges that assumption and argues that behaviour change should become the core currency of HR, L&D and change work. You will consider why what people know matters less than what they consistently do, and why organisations need to identify critical behaviours, create the conditions that support them and measure whether those behaviours change over time. The video also shows how a sharper focus on behaviour can improve impact, save time and money, and build credibility across the business.

Who’s It For?

Relevant for HR, L&D, internal communications and change professionals who want their work to create tangible impact. This video will help you distinguish between activity that raise awareness and work that genuinely changes how people behave.