Draw on rich insights to create successful behaviour change
To bring about any change in behaviour, you need to understand why people are currently doing what they are doing. What alternatives are they considering? What barriers stand in the way of them adopting the new behaviour? What might increase their motivations to do so?
All these factors depend on peoples’ cultural backgrounds and identities, as well as on their access to economic, political and social capital.
Versiti has a sophisticated understanding of these issues as well as detailed knowledge of the life circumstances and challenges of people from diverse groups. We use this to establish what would be the most successful behaviour inclusion strategies for our clients.
Our skills have been honed through working with government, brands and charities, developing campaigns that persuaded diverse people to quit smoking, examine their breasts, recycle waste, practice safe sex, switch to digital services and give to charity.
The new Gillette ad has caused outrage among men and the far right. Toxic masculinity has become the latest cultural talking point. Beneath the outrage, there is a complex mix of male entitlement, ingrained behaviours, sex and gender, confusion and fear, diversity and inclusion.
Shae Eccleston talks openly about her experience taking part in an online research community (run by Versiti) designed to better understand the experiences of LGBT and BAME cancer patients.
Working with and researching minority groups in the UK on issues relating to inclusion and diversity within the public and private sector has taught us many things. Here are a few of the key learnings, including the balance between individualist and collectivist cultures.
Workplace discrimination among women and ethnic minorities is well documented. But what about experiences due to the intersection of both gender and race? How do these interact – over the lifecycle, at home, in schools and at work – to shape the careers of ethnic minority women? We explored how some of the most powerful ethnic minority women in the UK beat the odds.
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