[Characteristics of the "Behavioural and cultural insights (BCI)" approach in Public Health - a consensus paper of the network "Behavioural Science Connect"].

Abstract

Public health interventions are often intended to make it easier for people to adopt health-related behaviours, e. g., by changing the social environment and material living conditions. With the concept of "Behavioral and Cultural Insights" (BCI), the World Health Organization (WHO) has established an approach that aims at a better understanding of health-related behaviours, in order to be able to develop corresponding public health interventions in a more targeted manner. The focus is on the empirical identification of individuals as well as cultural, social and environmental barriers to and facilitators of health behaviour.The BCI approach can be used to plan preventive measures in a more evidence-based and needs-oriented manner. To this end, the current article outlines some basic features of BCI which should be taken into account for integrating the concept into a contemporary understanding of "new public health". This includes social and individual factors influencing health as well as social inequalities in health.First, the article distinguishes the BCI concept from the approach of behavioural economics (e. g., nudging). To illustrate its potential for population health and health equity, the article then explains that BCI-based measures that (a) focus on both behaviour and environment, (b) aim at health equity, (c) are developed and implemented in a participatory manner, and (d) follow the logic of the well-established Public Health Action Cycle. For BCI, it is crucial to systematically identify and analyse the factors influencing human behaviour in everyday life. BCI-based interventions must also consider the characteristics of complex interventions and be tailored to local conditions and the cultural diversity of specific population groups.The BCI approach has many similarities with other approaches of quality-assured and needs-oriented prevention measures. The focus on a systematic identification of barriers and facilitators offers an important added value in the planning of public health measures. Research into BCI and their use in prevention should be expanded in Germany.