Is the Behaviour Change Wheel still valid?

I recently received an insightful comment in response to my article, "From Diagnosis to Design: The Power of the Behaviour Change Wheel." The question raised was thoughtful and reflective of a sentiment many may have about established frameworks in a rapidly evolving field. It went:

"The Behaviour Change Wheel seems quite complex, and I think it was first published over 12 years ago. With so much research since then and new frameworks emerging every year, is the BCW still valid? Is it aging well?"

This question struck me as an important one to address in more detail, not just for the commenter, but for anyone wondering about the relevance of the Behaviour Change Wheel today. Let's dive in!

Is the Behaviour Change Wheel (BCW) still Valid?

The Behaviour Change Wheel (BCW), first published in 2011, remains as relevant today as when it was introduced. While it’s true that the field of behaviour change is dynamic, with new frameworks and research emerging regularly, the BCW was designed precisely to account for this evolving landscape. Its strength lies in its ability to integrate existing and new research, making it a framework that ages well rather than becoming outdated.

To understand why the BCW remains valid, it's important to recognise that it is not a prescriptive theory that can be invalidated by new findings. Instead, the BCW functions as both an organisational framework and a logic model. This means it doesn’t prescribe specific behaviours or interventions but rather guides users through the logical process of identifying, diagnosing, and addressing behaviours in a systematic way. By categorising and making sense of the vast literature on behaviour change, it helps practitioners narrow their focus for designing interventions.

At the heart of the BCW is the COM-B model (Capability, Opportunity, Motivation - Behaviour), which simplifies complex behaviours into practical categories that can be applied across different contexts. This structure is not undermined by new research; rather, it provides a framework to incorporate and integrate new findings. Whether the latest study is focused on motivation, opportunities, or capabilities, the BCW remains a highly adaptable model that guides researchers in integrating the latest evidence into practical interventions.

New frameworks complement, not replace, the BCW

The emergence of new behaviour change frameworks every year does not diminish the BCW’s value. New models often focus on specific behaviours or contexts, whereas the BCW was built for broad applicability across sectors such as healthcare, education, and environmental sustainability. In fact, many of these newer models often complement the BCW rather than compete with it.

Click to enlarge

For example, mnemonics or heuristics like MINDSPACE and EAST offer valuable insights but are far less comprehensive than the BCW. These tools can still function within the broader framework provided by the BCW. In addition, the creators of the BCW have developed their own simplified equivalent to EAST, known as NEAR-AFAR.

NEAR-AFAR serves as a straightforward tool to promote behaviour change while remaining aligned with the more comprehensive logic model of the BCW. This highlights the adaptability of the BCW, as it supports both complex behaviour change interventions and more streamlined, targeted strategies.

Empirical backing, ongoing use and ecosystem of evidence

Since its introduction, the BCW has been widely cited in hundreds of studies and has proven effective in real-world applications. From global health challenges like smoking cessation to improving vaccine uptake, the BCW has consistently demonstrated its utility. The BCW’s success lies in balancing theoretical rigour with practical simplicity. It offers a high-level view of behaviour change mechanisms, while also providing practical, actionable steps for designing interventions.

A significant development that boosts the BCW’s relevance is the Human Behaviour-Change Project (HBCP). Building on the original work, the HBCP has created ontologies to classify different aspects of behaviour change. These ontologies help researchers connect behavioural challenges with suitable interventions and create a unified language to sift through the increasing volume of research being published.

The HBCP is crucial because it allows users to integrate new research systematically, ensuring that the BCW remains current as the evidence base grows. In a landscape where vast amounts of evidence are published every year, the HBCP’s structured approach to organising and synthesising data is invaluable. This project demonstrates that the BCW is not static—it continues to evolve with the times.

The Future of the BCW

The BCW stands out because it’s flexible and practical, allowing it to stay relevant and effective over time. It simplifies the complexity of behaviour into clear, actionable steps, making it invaluable for designing interventions that can be both broad and specific to particular contexts. Whether you’re looking at health promotion, environmental behaviours, or organisational change, the BCW is built to adapt to new challenges and findings as they arise.

Far from becoming outdated, the BCW has established itself as a cornerstone in the field of behaviour change. New frameworks may emerge, but rather than replace the BCW, they often complement or build upon its solid foundation. Its unique combination of rigour and adaptability ensures that the BCW will remain a go-to tool for researchers and practitioners alike, driving effective and evidence-based interventions well into the future.

The BCW’s adaptability and comprehensive approach ensure it remains the foundation of effective behaviour change interventions, no matter how the field evolves.