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How to enable groups, communities and societies to do things they’ve never done before


272 Pages, 6.15 x 9.20

Formats: Trade Paper

Trade Paper, $22.95 (US $22.95) (CA $25.95)

Publication Date: October 2012

ISBN 9780857840615

Rights: US & CA

UIT Cambridge Ltd. (Oct 2012)
Green Books

Price: $22.95


Changeology is about influencing the behaviour of human beings for the better. The book is relevant to change projects both large and small, and in almost any area of activity, but with an emphasis on key topics such as climate change, poverty, obesity, AIDS, tobacco and drug use. It is aimed at a worldwide audience of professionals and individuals who are acting to make change in their corporations, cities and neighbourhoods, as well as in their own lives.

The pressing issues of today clamour for solutions, yet to a surprising degree past and present efforts to effect social change have been based on little more than hunches. This book dispels many of the myths that prevent social change projects from succeeding, and replaces them with the best of what we know from social and motivational psychology and lessons from projects that have worked.

Changeology simplifies a vast body of theory and practice into six principles: buzz, hope, enabling environments, sticky solutions, ‘can do’ and the right inviter. These are explained with fascinating real-life stories and a look at the hard evidence. The book is written in an easy, accessible style, with plenty of anecdotes and stories.

Links to workshops, the LinkedIn Group, the blog, and various resources, are on the author, Les Robinson's, Changeology page.



“A beguilingly simple framework for effective social change, illustrated with loads of helpful and inspiring examples—thought provoking at every turn. I finished the book buzzing with new ideas to try out in my own work.”  —Nigel Topping, chief innovation officer, Carbon Disclosure Project

Author Biography

Les Robinson was a social marketer who wondered why his campaigns sometimes fizzled and decided to find out why. In his early years he lent communication finesse to citizen campaigns against sand mining, freeways, landfills and Sydney’s only waste incinerator (now closed), which sparked his interest in social change. He is now Australia’s most experienced and knowledgeable change facilitator, consultant to government agencies and councils – training, facilitating and advising practitioners on behaviour change programmes in areas including health, sustainability, road safety and emergency management. He runs his own business, Enabling Change; see

Links to workshops, the LinkedIn Group, the blog, and various resources, are on Les's Changeology page.