What changes consumer behavior beyond communication

What the report says

In an opinion piece published by The Independent Uganda on September 16, 2026, communications specialist Aggrey Muganga argues that influencing consumer behavior requires more than simply delivering messages. He says marketers and advertisers often focus on awareness, but that people’s choices are also shaped by practical barriers such as price, access, convenience, habit, trust and social norms.

The article contrasts conventional marketing with Social and Behavior Change Communication (SBCC), an approach commonly used in public health and development campaigns. Muganga says SBCC begins by asking what prevents people from acting, using examples such as malaria prevention, antenatal care and nutrition. He notes that someone may understand the benefits of a mosquito net and still not use one because of discomfort, heat or installation difficulties.

He also argues that behavior change often involves more than one person. In family or community settings, decisions may be influenced by partners, parents, health workers or local leaders, which means campaigns may need to address those wider influences rather than only the intended audience. The piece suggests that brands can learn from this by testing ideas with target users, engaging stakeholders earlier and measuring success by actual actions, not just reach or engagement.

Overall, the commentary presents SBCC as a useful framework for businesses and public campaigns that want to understand why people act as they do and design communication that supports real behavioral change.