The Anatomy of Behavior Change: Why People Invest in Change and Stick with It

We work all day to understand people and design new products around that understanding.

Our work is essentially behavior change. What behaviors do we hope to encourage amongst our customers? This may be a purchase behavior, a usage behavior, or a new habit. But how do we do that?

It’s a hard question - one that everyone is trying to crack.

We’ve recently partnered with companies on this challenge - particularly in the health and wellness space. How do we encourage consumers to make long term investments in their health and wellness? How do we help them shift from a purely reactive mindset to a proactive one?

There’s a number of complex factors that drive individuals to not just purchase, but truly invest in their well-being. Below is our team’s current understanding of those drivers:What makes people invest initially?

What makes people invest initially?

Discomfort or Pain: Catalyst for Change

Investing in behavior change starts with discomfort —whether it's the dissatisfaction with our current state or the anticipation of an uncomfortable future. This could be a physical discomfort, like nagging joint pain, or the emotional unease of feeling out of shape. We invest in our new behaviors because we want today to feel different.

‍Hope: Belief in Change

Hope makes us believe there could be a change. It's that glimmer of belief that a particular solution could work for us, tailored to our unique circumstances. Whether it's the allure of a new diet plan, the promise of a fitness regimen, or the potential of a holistic wellness approach, hope propels us forward, guiding our choices and investments.

‍Evidence: The Foundation of Investment

But hope alone isn't enough. We seek tangible evidence that validates our aspirations. When a product or service demonstrates clear, compelling evidence of its efficacy, it instills confidence in our investment. Whether it's backed by scientific research, glowing testimonials, or personal success stories, evidence forms the bedrock upon which our health investments are built.

‍What makes behavior actually stick?

‍Short-Term Gain: Immediate Gratification

Short-term gains play a crucial role in sustaining our commitment to health investments. Whether it's the instant relief from aches and pains or the placebo effect that tricks our minds into believing in change, these immediate rewards reinforce our belief in the investment and keep us motivated along the journey.

‍Long-Term Change: Sustainable Habits and Outcomes

While short-term gains provide a temporary boost, it's the promise of long-term change that sustains our commitment in the long run. Whether it's cultivating healthier habits, achieving sustainable weight loss, or enhancing overall well-being, the prospect of lasting transformation drives us to stay the course, even when the journey gets tough.

‍Social Signaling: Identity and Connection

Our health investments extend beyond personal benefits—they become a form of social signaling. By investing in our health, we signal to ourselves and others that we value self-care, prioritize well-being, and aspire to be the best version of ourselves. Whether it's sharing our fitness achievements on social media or simply exuding vitality in our daily interactions, our health investments shape our self-identity and connect us with like-minded individuals on similar journeys.

‍Commitment: Building Long-Term Relationships

Ultimately, our health investments are not just transactions; they're commitments to an ongoing, long-term relationship with our well-being. Whether it's sticking to a fitness regimen, following a dietary plan, or embracing mindfulness practices, these investments require dedication, perseverance, and a willingness to adapt and evolve along the way.

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As a whole, aspirational health investments are multifaceted, driven by a combination of discomfort, hope, evidence, short-term gains, long-term change, social signaling, and commitment. By understanding these underlying motivations, we can make more informed choices, cultivate sustainable habits, and embark on journeys towards holistic well-being that truly enrich our lives. So, let's invest not just in products or services, but in our health and happiness, one mindful choice at a time.