How does the next generation want to apply behavioural science?
For a field that is still relatively young, applied behavioural science attracts a remarkably diverse group of people. Some arrive through psychology, others through economics, policy, sustainability, or organisational research. Yet despite these different entry points, many of those entering the field share similar motivations, ambitions, and concerns about where behavioural science is heading.
To better understand these perspectives, we spoke to a small group of students currently studying behavioural science about why they chose the field, where they hope to apply it, and how they see its future evolving.
Across the interviews, five common themes emerged about how the next generation hopes to shape behavioural science.
1) Behavioural science attracts people who want to solve real-world problems
Across responses, there was a desire to work on large, real-world challenges. For some, behavioural science represents a more pragmatic way of approaching social science. Issues such as climate change, sustainability, and public health were repeatedly mentioned as areas where behavioural insights could drive meaningful change.
Rather than studying human behaviour purely in theory, students were drawn to behavioural science because it offers a way to apply research to tangible and meaningful problems. Interestingly, curiosity also plays an important role. Several students described a long-standing interest in why people behave the way they do, often rooted in earlier studies of psychology or economics.
Behavioural science, in this sense, provides a structured and applied framework for exploring those questions in practice.
2) Career pathways are varied, but consultancy remains attractive
When thinking about where they might apply behavioural science, many students gravitated toward consultancy roles. As explored in a previous article, “Nudge for the nation or the bottom line? An analysis of consulting vs. in-house in behavioural science,” this is often driven by the diversity of challenges consultancies encounter.
At the same time, consultancy was not seen as the only path. Some students expressed interest in working within policy environments where behavioural insights could contribute directly to public outcomes. Others mentioned the possibility of in-house behavioural roles within organisations, start-ups, or even freelance work.
As you would expect, what stood out was not a single preferred career path, but an openness to multiple ways of applying behavioural insights across sectors.
3) Impact matters, but profit and purpose don’t have to conflict
A strong desire to create a positive impact was noticeable in the responses. As mentioned, students spoke about wanting to influence areas such as sustainability, education, financial wellbeing, and equitable access to opportunity.
However, this desire for impact does not necessarily reject commercial contexts. Several responses acknowledged that behavioural science can simultaneously create value for organisations while benefiting people and communities.
The key concern for these students, therefore, is not whether the work takes place in the public or private sector, but whether it produces meaningful outcomes.
4) Entering the field still feels uncertain
Despite the enthusiasm for behavioural science, there are also clear anxieties about entering the profession. One recurring concern is the relatively limited number of roles that are explicitly labelled as behavioural science positions. While behavioural insights are increasingly embedded across industries, job titles and career pathways remain unclear compared with more established professions.
Students are also aware that many behavioural science roles require additional sector expertise, meaning practitioners may need to combine behavioural knowledge with experience in areas such as finance, policy, sustainability, or organisational design.
Lastly, competition for roles and questions about financial stability also surfaced as concerns, reflecting the broader realities of entering any emerging profession.
5) The field still has room to mature
Many students pointed toward areas where behavioural science could evolve over the next decade. A common theme was the need to move beyond isolated “nudges” toward deeper integration of behavioural thinking within organisations. Instead of applying behavioural science only at the messaging stage, several responses highlighted the importance of embedding it earlier in strategy, product design, and policy development.
Evaluation was another recurring theme. Students emphasised the importance of stronger measurement practices, clearer evidence of return on investment, and more transparency around what works and what doesn’t.
Diversity also emerged as an important priority. Ensuring that behavioural science teams and research populations reflect the societies they aim to influence is seen as critical for designing interventions that are relevant across cultures and contexts.
What this tells us about the next generation
Taken together, these perspectives suggest a generation of behavioural scientists that are motivated by curiosity, driven by impact, and realistic about the challenges ahead. They recognise that applied behavioural science involves navigating messy problems, but also see enormous potential for the field to address complex social and economic challenges.
If you’d like to help align the next generation’s expectations with the realities of working in applied behavioural science, please take 20-30 minutes to complete the BeSci Global survey.