Why do we make
unhealthy choices?
With most good intentions for the year forgotten by February, Vitality Magazine Editor Becky Bargh investigates the science behind the choices we make and asks what we can change today to ensure we have a healthier tomorrow
Making healthy choices is not easy, but behavioural economics - the study of what we do - offers us some explanation as to why.
As humans, we often do things and form habits, without even realising it. Ever heard of the phrase ‘flocking like sheep’? It’s known as herding behaviour, whereby people gather into groups without giving much thought as to why.
By understanding the decisions we make - however irrational or ingrained they might be - we are better equipped to make a realistic change to some of our more unhealthy behaviours, should we wish to.
Data shows that nearly half (43%) of disease globally is preventable, with almost 90% associated with lifestyle choices alone, such as what we eat or keeping active.
of all preventable diseases globally are associated with lifestyle choices alone
Maintaining a healthy habit
If you set yourself a resolution at the beginning of this year, you’re not alone. In 2024, 35 million Brits set themselves New Year’s challenges.
Despite good intentions, research suggests that two thirds of us will have given up on our intention in the first month. Why is this, you ask? One reason is we set ourselves unrealistic goals.
Studies have shown that, as humans, we drastically overestimate our ability to take on a challenge. In behavioural economics, this is called ‘optimism bias’.
“Just because we do vigorous physical activity on day one of a resolution doesn’t automatically mean we will be able to maintain it on a regular basis," says Dr Katie Tryon, Director of Health Strategy at Vitality. “Part of [challenging] optimism bias is being realistic about the amount of time and effort required [to make a change] over the long term.”
She also notes that optimism bias can be a barrier for people in understanding the risks of some of their behaviours on their health in the future.
“As a doctor, I’ve seen too many cases where people say their granny has smoked all their life and they’re fine; and that’s true, many have, but statistically, you’re more likely to get a nasty diagnosis,” she explains.
An emotional disconnect
Without a crystal ball, though, it’s impossible to know – or possibly even think about – the state of our health in the future as we get swept up in the present.
Offering some advice, though, is Professor Hal Hershfield, a behavioural economist at UCLA. Through neuroimaging, he discovered an emotional disconnect between ourselves in the present and our future selves. During Hal’s research, when people were asked to think about their future selves, their brain activity looked like they were thinking about a “different person entirely”.
Essentially, this is one of the primary reasons why we find it difficult to make healthy choices in the present, because we are unable to see the benefit to ourselves later down the line.
To overcome this, Hal says: “We need to make our future self vivid in a way that makes us think about (and relate to) our future self [as if it actually is us].”
Rewarding the good
In reality, however, instant gratification is much more appealing. Humans tend to make a habit of innately choosing immediate rewards over those that might come later down the line. Known as ‘hyperbolic discounting’, another behaviour economics term, this also works against us when making a behaviour change.
“The real challenge is that people need to be rewarded upfront for good habits. Otherwise, why would some of us bother?” says Dr Katie.
Vitality data reveals that a small reward – such as earning a Caffè Nero coffee or food discount for an achievable physical activity goal – is an effective way to illicit healthy behaviour.
Future proofing your health
So, how do we make meaningful behaviour change and actually stick to it?
“You can’t change overnight,” warns Dr Katie, but that’s not to say that long term behaviour change isn’t possible. She explains that incentives are a key driver, especially when it comes to making small, habitual changes and sustaining them.
“Rewarding people upfront while habits are forming is critical, as the benefit on our health can feel like a long way away.”
“What we have seen through the Vitality Programme is that focusing on one action that can have the greatest impact on our health can be preferable, rather than trying to change a number of habits all at once.”
Vitality’s Next Best Action, for example, is an approach that uses data science to understand a member’s health risks and identify one action that will benefit them most.
It then gives them the tools they need in order to achieve it (and rewards them during the process, too). Whether that be receiving points for stopping smoking or cashback on healthy food items.
By doing this, our present selves are not just rewarded – our future selves are, too.
Human intention is often there to make healthy lifestyle changes, like the 35 million of us who made resolution’s at the start of the year.
Sometimes, a nudge in the right direction is all it takes. Read more about how to make a healthy habit and stick to it, by visiting our blog.
Make a positive change today
At Vitality, we’re all about encouraging people to make small, positive lifestyle choices that can make a big impact to their lives.
Just 12 activity points earns you a handcrafted drink from Caffè Nero each week. That’s equal to one workout and 7,000 steps on a separate day.
You can learn more about how Vitality points earn you rewards on page 16, or find out more about the Vitality Programme and how it works here.
