From encouraging vaccine uptake to supporting people to walk or cycle to work, health psychologist Prof Maddy Arden’s research has shown that understanding why we do certain things, or don’t do them, could be crucial in driving positive change within our society.
“Behaviour is relevant to so many different challenges that we face, but it’s often underestimated,” says Arden, director of Sheffield Hallam University’s Centre for Behavioural Science and Applied Psychology. “Whether we’re trying to promote organisational or societal change, it’s about how we support people to do things differently.” Arden’s research has seen her work with local authorities and NHS trusts to encourage behaviour change.
