Advancing Scientific Discovery
At the heart of our mission lies a commitment to conducting groundbreaking collaborative research in behavioural science. By forging partnerships with industry, research institutions, NGOs, and governments, we explore novel approaches to influencing human behaviour and enacting positive change.
Bridging the Gap
WCBC is a leader in applying established behaviour change knowledge to real-world challenges. We work closely with organisations to implement evidence-based policies and interventions that empower their workforce and customers. Our focus is on developing scalable solutions and expanding the existing knowledge base on what works, where, and how.
Informing Policy
As a leading think tank, WCBC provides policymakers with a behavioural science perspective on contemporary societal challenges and opportunities. We leverage our expertise to inform decision-making and drive impactful change at the highest levels of government.
At WCBC, we recognise that behaviour change is multi-faceted, encompassing both conscious and subconscious drivers. Our approach acknowledges the power of persuasion, goal-setting, and habit formation, while also exploring the influence of environmental triggers and automatic responses. By harnessing the latest insights from behavioural and neuroscientific research, we develop interventions that bypass cognitive barriers and build sustainable, positive behaviours.
The "intention-action gap" is a persistent challenge, where individuals' good intentions often fail to translate into lasting change. WCBC is committed to closing this gap, drawing on cutting-edge research to understand the psychological factors at play and devise strategies to bridge the divide between aspiration and action. From addressing public health concerns like obesity and sedentary lifestyles to promoting environmental sustainability, our work is vital in empowering individuals and communities to make meaningful, long-term changes.
Driving Positive Change
WCBC's innovative approach to behaviour change has been recognised for its "Positive Impact by Design," as evidenced by our published research.
We continue to explore the brain mechanisms underlying behavioural influence, with a focus on positive emotions, reward systems, and the principles of self-determination theory
By harnessing the power of behavioural science, the Wales Centre for Behaviour Change is poised to be a catalyst for transformative change, empowering individuals, organisations, and policymakers to create a better, more sustainable future.
