This step puts the behavior in behavior change.


Identify the actors and behaviors for your environmental challenge.


To focus your efforts on behaviors and audiences that will have a meaningful impact on your environmental goals.

When to move to the next step:

You have clearly defined a target behavior and a target audience.

Diversity, equity, and inclusion considerations:

  • Understand power dynamics among actors
  • Define potential distribution of benefits and harms
  • Involve key actors and interested groups
  • Review existing/local research on the topic