Imogen Lloyd

I’m a social scientist with a specific focus on human behaviour change research and application. With a background in psychology and animal behaviour, I’ve always been fascinated by what drives behaviours. After years of working hands-on in animal welfare, I realised that lasting change depends on influencing human behaviour, leading me to pursue a PhD in behaviour change for the treatment of canine obesity.

Now, I apply behavioural science on a variety of projects focussing on one-health topics, using research to uncover what helps people make positive, sustainable changes.

 

 A chat with Imogen

 

Tell us a little bit about you and your journey into behaviour change?

My journey into behaviour change has been influenced by a lifelong passion for animals and a good measure of luck along the way. When I was deciding what to study at university I was told “If you don’t know what you want to do for a career, study something you find interesting” which led me to studying an undergraduate degree in Psychology as I was fascinated by what influences the way people behave.

Whilst at University, I missed my menagerie of pets at home, so I started volunteering at rehoming centres, dog training classes, zoos and wildlife hospitals. I then decided I wanted to pursue a career in animal welfare which resulted in me studying an MSc in Animal Behaviour. From there I spent a few years working as a dog trainer and in rehoming centres, during these jobs I realised that achieving lasting improvements to animal welfare requires shifting human behaviour.

That’s when I decided to return to research with a focus on behaviour change science and was lucky to be able to undertake a PhD focused on human behaviour change for the treatment of canine obesity. Now, I’m passionate about using behavioural science to bridge the gap between knowledge and action. Through understanding what drives behaviours, we can create meaningful, lasting change that benefits animals, people, and the planet.

 

Why does the science of behaviour change matter?

The way we behave has a profound impact on our environment, animals, each other and our own physical and mental health. If we want to improve public-health, animal wellbeing, and sustainability, we need to effectively support people to change their behaviours in positive ways long-term.

Effective behaviour change isn’t just about raising awareness or telling people what to do, it requires a deep understanding of what drives behaviours. That’s why applying rigorous, evidence-based approaches is so important. By using insights from psychology, behavioural economics, and social science, we can design effective interventions that truly shift behaviours, leading to better outcomes for one-health, that is, people, animals, the environment, and society as a whole.

 

What is the most inspiring behaviour change intervention you have come across and why?

One of the most inspiring behaviour change interventions I’ve come across is Andy’s Man Club, a mental health support group for men. It was set up to tackle the stigma surrounding men’s mental health and provide a safe, non-judgmental space for conversations.

What makes Andy’s Man Club powerful is its simplicity, the founders recognised that one of the biggest barriers to seeking support is social and cultural norms around masculinity. By normalising conversations about mental health and creating a welcoming, peer-led environment, the initiative has encouraged thousands of men to open up, seek help, and ultimately reduce their risk of suicide. It’s a great example of how behaviour change isn’t just about education, it’s about changing social norms, reducing barriers, and making positive behaviours easy and accessible.

 

What’s your vision for behaviour change for the next five years?

Over the next five years, my vision for behaviour change is to close the gap between research and practice, ensuring that evidence-based approaches are rigorous, practical and accessible. Too often, research remains locked in academic circles, making it difficult for practitioners to apply in real-world settings. Equally, industry organisations are often applying interventions without impact evaluation and dissemination. Strengthening collaboration between researchers, policymakers, and industry will help ensure that interventions are grounded in evidence and tailored to practical needs.

Making behavioural science more accessible is also key. Complex theories and models need to be translated into clear, actionable tools that can be easily used across sectors like health, education, and sustainability. This means investing in open-access resources, training programs, and digital platforms that support the application of behavioural insights at scale.

 

Why do you like working with HBCL?

One reason I’m enjoying working with HBCL is because they are dedicated to using evidence-based methods, ensuring that behaviour change interventions are grounded in research and therefore likely to be genuinely effective. Furthermore, the projects we work on are varied and incredibly valuable, tackling important one-health issues. Knowing that we’re making a real difference makes the work rewarding. And to top it off, I get to work with a passionate, supportive team who share the same drive to create positive change. I’m looking forward to undertaking many more impactful projects with the team in the future.

 

Top tip for individuals or organisations getting started with behaviour change?

Whether you're designing a behaviour change initiative for others or trying to change your own habits, the key is understanding why people behave the way they do. We like to think we make rational decisions, but in reality, habits, emotions, and social influences often drive our actions more than logic or intentions do.

For organisations, it’s therefore important to move beyond assumptions about why people behave the way they do and engage directly with the people you want to reach. Use qualitative research to explore motivations and barriers. Co-designing interventions with the target audience ensures they are relevant and therefore more likely to be effective.

For individuals, small tweaks to your environment, that make behaviours easier (like keeping a healthy snack on your desk instead of in the kitchen) or add behavioural friction to undesired behaviours (for instance deleting social media apps to reduce usage), can be far more effective than sheer determination.