NAC delivers training for UNFPA Kazakhstan on behavioural approaches and social norms change

Astana, 21 September 2026 — National Analytical Center (NAC) at Nazarbayev University conducted a capacity-building training on «Behavioural Approaches and Social Norms Change» for the United Nations Population Fund (UNFPA) in Kazakhstan.

The training introduced participants to the foundations of behavioural science and key cognitive biases that influence human behaviour. Participants explored how individual beliefs, habits and social norms shape decision-making, as well as the role of choice architecture in supporting behaviour change.

Particular attention was given to international experience in areas relevant to UNFPA’s work. Participants reviewed cases from Tajikistan, India, France, Chile and other countries, where behavioural approaches have been applied to strengthen the effectiveness of communication, identify behavioural barriers and improve professional practice. The discussion also examined how established social norms may continue to influence people’s behaviour even as these norms gradually weaken. NAC experts emphasised that work on social norms requires a careful and context-sensitive approach, with attention to opportunities for positive change.

The first part of the training introduced participants to behavioural science methodologies and conceptual frameworks. NAC experts presented approaches widely used by leading behavioural insights teams, including the Behavioural Insights Team (BIT) in the United Kingdom, as well as frameworks that support the systematic design and testing of behavioural solutions.

In the practical sessions, participants put the tools into practice by defining target behaviours, identifying behavioural barriers, prioritising potential solutions and planning how their effectiveness could be assessed.

The final part of the training focused on the ethical considerations involved in applying behavioural approaches in the public sector, including freedom of choice, digital inequality, adaptation of international experience and the protection of sensitive data. Participants discussed the importance of testing solutions before scaling them up, involving target groups in the design process, and being transparent about the limitations of behavioural approaches.