Behavioural science is a powerful enabler for achieving the Sustainable Development Goals. By examining how people make decisions in real-world contexts, shaped by cognitive, social, and environmental factors, this field delivers insights that drive more effective, human-centred policies and programmes.
Central to this work is addressing the intention-action gap, the common discrepancy between what people intend to do and what they actually do. From climate action to road safety, even the best-designed programmes can fall short if the desired behaviours are not adopted. Behavioural science provides critical insights to help individuals and institutions translate intentions into consistent action.
UNITAR integrates behavioural science throughout its training and research portfolio to support governments, institutions, and individuals in bridging the gap between intention and action. By identifying behavioural barriers and redesigning information, systems, and environments, our programmes enable participants to activate their knowledge, shift mindsets, and achieve lasting change.
Our Approach
UNITAR’s behavioural science methodology is applied across three interlinked levels:
- Individual Level: Building real-world capabilities, not just knowledge. We design learning experiences that account for behavioural barriers, such as social norms, emotional states, or cognitive overload—and promote behaviour change through practical skills, role models, and contextual enablers.
- Institutional Level: Strengthening decision-making systems and organisational practices. Our behavioural diagnostics inform the design of tools, policies, and processes that align with how people actually behave, within governments, civil society, and the UN system itself.
- System Level: Creating the conditions for sustainable transformation. We work with partners to shape social norms, design context-specific campaigns, and test interventions before scaling to ensure maximum relevance and impact.
Programmes in Action
Road Safety Social Norms Toolkit
Recognising that over 90% of road traffic crashes are linked to human behaviour, UNITAR developed a comprehensive training toolkit grounded in social norms theory. Used by more than 10,000 officials across 86 countries, the initiative empowers policymakers to design campaigns that target high-risk behaviours such as speeding, distracted driving, and impaired driving. By combining behavioural science with interactive digital tools, the programme has reached over 5 million users globally—shifting attitudes toward drink-driving and fostering safer road use in over 70 countries.
To learn more, please click here.
Airport Crisis Management with Social AI
In collaboration with CIFAL York, UNITAR is pioneering behavioural training in airport emergency management by applying behavioural science to better understand human responses during crises. The programme equips airport staff and emergency responders with tools to anticipate, interpret, and manage emotional and cognitive reactions such as confusion, stress, and panic in complex environments. A core component is the integration of “Social AI” technologies, which analyze real-time behavioural cues to support decision-making and improve communication during emergencies. By combining AI with behavioural insights, the programme enhances crisis preparedness and ensures more resilient airports operations in the face of unpredictable challenges.
To learn more, please click here.
Coming Soon
Toolkit on Assessing Attitudinal and Behavioural Change
Launching in Fall 2025, this new UNITAR resource will offer step-by-step methodologies, practical assessment tools, and guidance for measuring behavioural change in public health and other domains. Grounded in the comprehensive research, the toolkit introduces a mixed-methods framework that moves beyond traditional approaches. It includes practical instructions on combining systematic meta-analysis with advanced machine learning and large language model (LLM) techniques, such as sentiment analysis and topic modelling of public data from social media platforms, to generate nuanced, real-time insights into public sentiment and behavioural trends. This approach empowers policymakers and practitioners to design more targeted, human-centred interventions and to monitor the impact of behavioural change programmes using emerging technologies.
Shifting Mindsets, Driving Change
UNITAR’s approach to behavioural science is grounded in human-centred learning. We use experiential learning solutions, including simulations, AI-powered scenarios, and real-life case studies, to foster deep engagement and help learners internalise behavioural shifts. Every programme begins with behavioural diagnostics, asking:
What behaviours need to change?
What prevents that change?
How can training support action?
By integrating behavioural insights into policy, training, and practice, we empower governments, institutions, and individuals to overcome barriers and achieve sustainable development goals. We invite you to join us in this journey of change. Explore our programmes, collaborate with our experts, and help shape a future where behavioural science drives effective solutions across sectors worldwide.