Despite the ubiquitous nature of human decision- making, behavioural science isn't the only lens we should be using to solve challenges. While it is an adaptive tool that can be applied to a wide range of contexts, there are some challenges that are better addressed using other disciplines.
Thus, it is important to identify the type of challenge being addressed before identifying the tool with which to tackle this challenge. In cases where there are widespread supply-side constraints in access to a social good, for example, there is little benefit in attempting to change behaviour to increase demand for that good.
Consider the problem of open defecation, a widespread problem in South Asia that has recently received a lot of attention.
Is it a structural challenge, i.e., that functioning toilets aren't available to the population engaging in the behaviour?
Or is it a behavioural challenge, i.e., that people with access to clean, functioning toilets continue to engage in open defecation?
When the problem is structural, supply chain and systems design will be much more effective than a behavioural science lens. But if the problem is behavioural, studying it from a behavioural science and social norms perspective would be more helpful.
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