Identity

As humans, we all have different ways that we think about ourselves – called identities – and we act based on which identity we feel in a situation. The identity we feel influences the language and words we use, how we interact with people, and the decisions and choices we make. It reveals itself by people interacting with their friends very differently than they would with the head of their company.

Applications

• Consider if you can highlight an identity that someone already feels. For example, some healthcare workers think of themselves as healers and some as caregivers, so linking one of these identities to a new practice or policy could increase adoption.

• Consider if you can use language to link someone to a new identity that they aspire to have. For example, using language such as ‘protector’ or ‘promotor’ might empower someone to act in a new way.