Culture & Behaviour Change.
We help global organisations use cultural power to drive behaviour change connected to strategy — defining desired behaviours, building leadership alignment, designing wow-factor experiences, and embedding change into everyday ways of working.
Strategy means nothing until people start doing things differently.
The success of any strategic priority depends on what people do differently every day. But changing behaviours across an enterprise is complex — habits, incentives, environments and social norms all influence whether new ways of working take hold.
We help global organisations design the conditions for behaviour change at scale. Combining behavioural science, strategic consulting, learning and bold, compelling experiences that move and motivate people, we help people adopt new behaviours and create cultures where those behaviours become the way work gets done.
Behaviour change, designed for scale.
Strategic consulting and execution in one partner.
Grounded in learning & behavioural science.
Human insight & bold creative to combat fatigue.
Large enterprise fluency; small agency soul.
Behaviour change challenges
Old habits are built into everyday work
Behaviours are shaped by systems, environments and routines. Without addressing the conditions around people, new behaviours struggle to become consistent.
People understand change but struggle to apply it
Knowing is not the same as doing. People need practical opportunities to practise, experience and reinforce new ways of working.
Leaders want new outcomes but model familiar behaviours
Leadership actions influence what teams prioritise, repeat and accept. Behaviour change requires leaders who understand their role in reinforcing new expectations.
Change messages compete for attention
Employees are managing competing priorities, constant information and multiple transformation initiatives. Behaviour change requires experiences that feel relevant and worth acting on.
Teams lack shared behavioural expectations
Without clarity on what good looks like, individuals and teams interpret priorities differently, creating inconsistent ways of working.
Behaviour change fades without reinforcement
New behaviours need reinforcement through practice, feedback, recognition and social support to become sustained habits.
Internal teams need support to create change at scale
Embedding new behaviours across an enterprise requires strategy, insight, creativity, delivery capability and sustained focus - which is difficult to find in a partner, and impossible to manage solo.
How we drive targeted shifts in behaviour and culture.
Sponge combines behavioural science, strategic consulting, learning design and creative execution to help organisations shift behaviours and create cultures where people reinforce the change around them.
01 Behaviour change strategy
Behaviour diagnosis, behavioural goals & KPI definition, audience segmentation, behavioural frameworks, stakeholder alignment and change roadmaps.
02 Behavioural insights & research
Audience research, behavioural analysis, cultural drivers, employee insights and identification of the factors influencing current and desired behaviours.
03 Leadership & management enablement
Leader experiences, manager toolkits, coaching approaches and practical resources that help leaders model, reinforce and support new behaviours.
04 Behaviour change experiences
Custom-designed learning experiences, workshops, simulations, campaigns and interventions that help people understand, practise and adopt new behaviours.
05 Culture activation
Designing the conditions where behaviours sustain at scale through shared expectations, social reinforcement, team practices and everyday rituals.
06 Measurement & behaviour tracking
Behavioural KPIs, measurement strategies, feedback loops and data collection approaches to understand adoption and guide continuous improvement.
07 Retained team model
Ongoing access to behavioural expertise, strategic consulting, creative capability and delivery support to respond to evolving priorities.
Behavioural science unlocks commercial growth.
The client: a global social media giant. The problem: 70% user drop off on their new product.
But why? Sponge combined audience insight, behavioural science, and an agile learning execution model to reduce drop off by 20%.
Senior Learning & Development Lead Chanel"Sponge can cut through the noise to create clarity, and make an impact all whilst being kind and open. It's felt like the Avengers assembling with the sheer level of individual expertise coming together to bring ideas to reality."
Behaviour & Culture Change
Behaviour change management is the discipline of shifting daily decisions and workplace behaviours at scale. It combines behavioural science, workplace design, and reinforcement mechanisms to move culture where strategy alone cannot, applied through programmes that target specific behaviours in specific moments.
Culture change is the outcome, and behaviour change is how you get there. Enterprises change culture by changing the daily behaviours the culture consists of, one target behaviour at a time. Behaviour change management gives leaders a specific, measurable route to a broader cultural outcome.
We design for the default behaviours that make AI-first working real: the meeting formats, the tool choices, the escalation patterns, the review rhythms. Our programmes combine role-specific fluency, manager reinforcement, and behavioural measurement, so AI investment shows up in everyday working habits.
Ethical culture programmes work when they design for the point-of-work decision. Realistic scenarios, manager coaching, environmental cues, and behavioural measurement close the gap between policy awareness and ethical decision-making that regulators keep finding in audits.
We measure behaviour through three channels: direct observation, operational signals, and structured self-report. Behavioural pulses, workflow analytics, and manager assessments combine into a picture of what people do differently at work, week by week.
Senior leaders set the tone for what teams prioritise, and line managers reinforce or dissolve culture change every day. Managers model the target behaviours, hold the conversations that reinforce them, and reward the right decisions in the moment. Skip the manager level and even the best-designed workshops and comms struggle to stick.
Internal comms agencies are good at building awareness, which is where behaviour change starts. Behaviour is what the boardroom asks culture programmes to deliver, and that's where Sponge focuses. Our programmes integrate behavioural science, bold creative, manager capability, environmental design, and measurement, so the change shows up at the point of work.
Ready to convert big-picture strategy into action?
Book a discovery conversation with a learning and enablement specialist. Together, we'll explore the behaviours you need to shift, understand what is influencing them today, and identify approaches that help change take hold across your organisation.