Behaviour change in wildlife conservation is something close to our heart and benefits from our 15 years accumulated expertise in changing the behaviour of highly diverse groups of people – from the long-term unemployed to corporate CEOs, from Indigenous Australians to managers and professionals in public, private and not-for-profit organisations. Our ability to uncover the true motivations for current behaviour and to translate those insights into pragmatic programs and campaigns is unrivalled. We have consistently outperformed other approaches in getting people to make changes, even if the initial desire for change was low to start with.
We understand the underlying psychology that influences individual and group behaviour. We also have a vast amount of first-hand experience in extracting the reasons and motivations for current behaviour from literally thousands of people we have coached over the years. Because we have covered not just leadership coaching, but also career coaching, life coaching and business coaching, we have a much broader insight into behaviour patterns than most. Combined with a 40+ year passion for wildlife conservation we have now decided to make behaviour change in the conservation space part of our service portfolio.
In the first instance in mid 2013 we launched the Breaking The Brand project, which is auspiced by SAVE African Rhino Foundation. We have developed a unique and hard-hitting campaign to directly target the primary consumers of rhino horn in Viet Nam, men in their 40s and 50s who can afford the most expensive commodity on the planet – rhino horn. We uncovered that consumption is only loosely linked to perceived health benefits of rhino horn, the primary driver for consumption is status. Based on this insight and based on interviewing users of genuine rhino horn, we were able to come up with the only motivations that would stop a current users from consuming – loss of status or fear of consuming poisoned horn. We delivered pilot campaigns in business publications in Viet Nam in 2014 and 2015.
In 2016 we are focussing on two research projects that will solidify the insights we gained into publications for academic journals in ecology and cultural anthropology.