There is significant research and knowledge available about what needs to be done to improve animal welfare, so why is it not changing? Why are we still seeing an obesity problem in dogs? Why are production-based animals still experiencing pain? Well, it comes down to the humans that are taking care of them, it is their behaviour that we need to change. In another great seminar at the University of Chester, School of Natural Sciences, Dr Tamzin Furtado from the University of Liverpool gave a talk on this key area.
Tamzin discussed why humans generally struggle to change their behaviour. Studies on lifestyle compliance show that there is only a 25% compliance, and even in pediatric care, the compliance is only 50%. We have all the right information and all the right “equipment”, but as humans, we still struggle to change our behaviour.
It is suggested that generally, three things stand in the way of behaviour change:
1. Social environment - this mainly starts from age 12. We are influenced by our peers, what we see online and around us generally and we are pressured to conform, for the most part. What we see others do and how they react to situations, influence on how we then feel.
2. Physical environment – this can be simply a road sign or a product placement – it is harder to avoid picking up a chocolate bar when it is right next to the counter when you are paying. It can involve push notifications, or email reminders. There are also “nudges” within the environment that can alter the behaviour of an individual in a predictable way, despite them being easy to ignore. A great example of this is placing a fly in men’s urinal at Amsterdam’s Schiphol airport where they saw an 80% increase in cleanliness from this simply nudge to aim properly.
3. Habits and innate beliefs. These are the hardest aspect to changing behaviour. They are part of our routine and there will be cues and reward that we are most likely, not truly aware of. When we have pets in the home, we co-create habits. A great example of this is when my cat Oliver meows - if he meows for long enough for food, or bangs on the cupboard doors, my husband will cave and give him something to eat. It is a battle of wills of who can last the longest before caving in. Oliver has learnt the more he meows, the more treats he gets! These are the hardest habits to break!
To bring about change, we first need to recognize what we need to change. The next step is to add “fuel” to this change to make it easier for us to carry out. If we add “friction” then it becomes too hard. Tamzin presented 3 factors that help lead to a change in behaviour:
1. Capability – does the person have the psychological and physical capabilities to change? Do they have the required skills to make that change?
2. Opportunity – is there something in the environment, both socially and physically that is stopping the person from doing the right thing? E.g. Friction
3. Motivation – how much do they want to change?
Human-behaviour change for animal welfare requires these as well. We need to help those with animals in their care to see that there is a need for change, but we need to help them find this need on their own! Asking someone to change is unlikely to lead to change. Leading them to the realization for the need to change with the right questions or showing them key evidence, is key to helping them own this decision. By understanding that change is a process and that it can take time is also important. Understanding that there is a need to provide regular support to help change the environment and to change the mindset of the human to maintain their motivation, will be vital to getting change to stick.
For more information about human behaviour change, you may also be interested in the Human Behaviour Change for Animals network. https://www.hbcforanimals.com/.