How to achieve nutritional behaviour change in BoP settings?

Nick van der Velde
By on November 9, 2016

On November 28th, the Inclusive Business Accelerator is launching the ‘Nutritional behaviour change at the BoP’ bootcamp. This is a fantastic opportunity to get tools and guidance on developing a successful behaviour change campaign for your nutrition project. Sign up now!

Did you know that if unhealthy food is harder for you to reach at a buffet, you are more likely to choose a healthy option? In fact, studies have shown that in this scenario healthy options sales increase by up to 18%[1]. This is one example of a behaviour change tactic, the topic of the Inclusive Business Accelerator’s upcoming bootcamp developed in collaboration with the Amsterdam Initiative against Malnutrition (AIM).

AIM brings together more than 30 partners representing businesses, governments, NGOs and knowledge institutes to develop innovative solutions to tackle malnutrition. Many of AIM’s projects offer new food products, ways of cooking or methods of growing foods. As with other nutrition projects, AIM is facing several barriers when trying to change people’s habits towards food production and consumption: cultural norms, risk aversion and lack of trust are just some of them. These factors are even more present at the Base of the Pyramid (BoP), where limited incomes heighten the perception of risk experienced by the consumer.

Strategies that enable a modification of human action is what is called behaviour change – and they are incredibly important in projects dealing with nutrition. Behaviour change acknowledges the irrationality of human decision-making and leverages simple proven theories to nudge people in the desired direction.

This free bootcamp covers the key principles of behaviour change and supports you in the design of a strategy to achieve improved nutrition behaviours in low-income markets. You will be given impactful tools and models to apply within your setting, which will make sure that your project sticks long after you are gone. You will also discover case studies of successful campaigns in nutrition that leveraged behaviour change approaches to overcome BoP challenges (for example, click here). This is your opportunity to learn from behaviour change experts and share insights with other participants.

We look forward to seeing you online. If you have any questions about this bootcamp, please contact

The online course is structured in 4 modules and runs over a 4-week period. Each module consists of videos, background reading material and an assignment. On the module level there is room to interact with other course participants. A team of experts is available to provide feedback on the assignments submitted. Learn more and sign up here!


[1] Hanks et al. (2012), Healthy Convenience: Nudging Students Toward Healthier Choices in the Lunchroom, Journal of Public Health.