The BDM is all about three key factors:
- Attitudes – How positively or negatively someone feels about a behavior. For example, do they believe adopting sustainable practices is worthwhile?
- Social Norms – The influence of peers and societal expectations. People are more likely to act if they see others doing the same.
- Perceived Behavioral Control – How capable someone feels of performing the behavior. Do they have the tools, knowledge, or access they need to take action?
Why BDM Matters for ESG?
Behavioral change is essential for long-term sustainability. Policies alone aren’t enough; they must be paired with a deep understanding of the human factors that drive action. The BDM helps us uncover why people might resist ESG initiatives and empowers us to design programs that truly resonate.
By aligning attitudes, norms, and control, we can move from awareness to action and build a future where sustainability becomes second nature.
So How Do you get started?
- Start small. Focus on a single behavior to change, such as reducing energy use or improving recycling.
- Celebrate progress. Recognize small wins to build momentum and foster positive reinforcement.
- Listen and adapt. Regularly gather feedback to identify barriers and refine your initiatives.
Example: Reducing Plastic Waste
A company wants to eliminate single-use plastics in the workplace:
- Attitudes: Share how reducing plastic protects oceans and saves money.
- Social Norms: Create friendly competitions to reward teams that use the least disposable items.
- Perceived Control: Offer free reusable water bottles and install water stations throughout the office.
EMAIL us to help you choose the right start up for your ESG journey
hello@communique.global
