Change the Environment, Not the Mindset

In many change programs, you often hear: "Change the mindset of employees, and behavior will follow." I used to advocate this approach, but I’ve grown increasingly skeptical. For example, I’m convinced that taking the bus is better for the environment and my health, yet I often choose my car. Similarly, my bike often stays parked because there’s always some excuse. Is this due to my mindset? Not entirely. A more convenient public transportation system might increase the likelihood of me taking the bus regularly.

Mindset First or Behavior First?

If you’re confident that people embrace change through explanations and buy-in, focusing on mindset might suffice. But how often does this happen? Training sessions, communication efforts, and compelling visions frequently fail to result in behavioral change, even when people genuinely want to change.

Behavior often starts as a "must," like eating vegetables as a child. While too much pressure can backfire, initial exposure can lead to positive experiences, which, in turn, foster a willingness to repeat the behavior. In this case, behavior precedes mindset.

A Third Alternative: Change the Environment

I’m increasingly convinced that altering the environment is far more effective than working on mindset or forcing behavior. As Dan Ariely, a professor of psychology and behavioral economics, explains, it’s better to focus on changing the environment than trying to change mindsets or behaviors directly. This can be achieved through two strategies:

1. Reducing friction

2. Adding a motivator

Reduce Friction

Removing obstacles makes it easier for people to adopt new behaviors. During the COVID-19 pandemic, social distancing rules were challenging to follow. Despite good intentions, old habits often prevailed. The city of Ghent offered a brilliant solution by drawing 105 large chalk circles on the Sint-Pietersplein, creating clear, socially distanced spaces for groups of up to four people. This intervention changed the environment and facilitated the desired behavior.

At Soulcenter, where I worked as a change architect, we launched a new activities app for care homes. It supports tailored activities for residents by reducing friction. The app:

• Matches residents’ interests with suitable activities automatically.

• Provides a database of proven activities, eliminating the need to start from scratch.

This makes it easy for staff to create meaningful, personalized activities without overthinking.

Add a Motivator

People are motivated by seeing their progress and the impact of their actions. This can be challenging to visualize but is essential for sustaining motivation.

In the Soulcenter app, we:

• Conduct baseline measurements of current activity offerings.

• Show visual progress, such as the increase in activities and their relevance to residents.

• Allow staff to create and share visually appealing calendars and posters with a single click.

Seeing tangible results builds confidence in achieving goals, making people more likely to repeat desired behaviors in other contexts.

Why Changing the Environment Works

Focusing on the environment instead of mindset or behavior can yield significant benefits. While it may not be feasible for every change, starting with the question, "What can we change about the environment to facilitate behavior?" can lead to impactful solutions. A combination of approaches—addressing behavior, mindset, and environment—may often be necessary, but environment-driven changes can provide a strong foundation for success.

Source picture: Nieuwsblad 3/3/21