Why is it so difficult to change habits?

How can we influence consumers to remember reusable bags? At The Great Bag Cut Live Event, behavioral psychologist Irmelin Bergh from NudgeLab shared insights into what actually works when we try to change habits – and why it is often so difficult – through a conversation with the host, Einar Tørnquist.

Why are habits so hard to change?

Bergh emphasizes that habits are deeply rooted in our psyche and function as an autopilot that helps us through the day. This saves us energy, but it also makes changing established patterns challenging. Further, Bergh explained that it is important to break a habit by linking the new habit to things you already do, something she practices herself. For example, placing your tote bag in a place you always check before you leave, such as a basket in the hallway or by your keys.

Changing Habits at the Point of Purchase

Bergh also shared her experiences with grocery stores. By prominently placing bin liners in rolls in the stores and presenting clear advantages, they have helped customers choose more environmentally friendly products. She emphasized that although climate issues are important, economic benefits have proven to be a stronger driving force for many people.