How do you get young people to save for the future?

Dr Bob Cook

Looks at the Theory of Planned Behaviour which suggests that in order to change the behaviour, you need to change the behavioural attitudes through communication and the experiences you deliver.

Changing behaviour is no simple task. We inherently suffer what psychologists call a ‘status quo-bias’. We operate on autopilot, doing things as a combination of our individual characteristics and environment dictates. Simple actions outside of our normal routine require such a significant degree of effort that, overwhelmingly, we don’t bother.

The road to hell is paved with good intentions, but so too is the road to behavioural change. Consider how many people say they will cycle to work or eat more healthily or take more time for themselves. Then consider how many actually follow through for more than a week....

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