Why Indian Cities Need Behaviour Change Officers

Indian cities stand at a critical crossroads. The urban population is projected to reach 40 percent by 2030, up from 30 percent in 2011, redefining how millions of Indians live, work and interact.

- Utsav ChoudhuryLead, universal design and inclusion, National Institute of Urban Affairs

The impending transformation brings immense opportunities. It also presents complex challenges—further strain on infrastructure, exacerbated environmental degradation and wider social inequalities. Climate change intensifies these challenges, introducing first-order effects like floods and heatwaves, and second-order impacts such as increased migration from affected regions. The stakes are high, and the need for resilient urban planning has never been more urgent.

Traditionally, addressing urban challenges has involved a combination of policy and law, investment in infrastructure and technological advancements. Yet, a critical component often gets overlooked: behavioural change.

On the citizens' side, individual behaviours substantially impact the sustainability and functionality of urban systems. Take waste management. When citizens properly segregate their waste, they help reduce pollution and support efficiency in waste processing. Another key behaviour is the use of public transport. When residents choose mass transit over private vehicles, they alleviate traffic congestion, reduce emissions and contribute to a more efficient city.