Understanding Behavioural Change and Resistance to Product Alterations

When products evolve, even with the aim of delivering clear benefits, resistance often arises. This resistance is rooted in human nature’s preference for the familiar and the comfort of habits. Change, especially when it involves moving away from established routines or possessions, can evoke hesitation and reluctance despite the logical improvements that new designs or features promise.

People tend to follow the path of least resistance. They prefer to stick with what they know because it feels safe, predictable, and less effortful. Introducing a new product or a change to an existing one requires a behavioural shift that can be challenging. Even when the change offers advantages, such as increased efficiency or better functionality, initial acceptance can be slow and fraught with doubts.

A classic example of this is the evolution of the suitcase. Before the 1970’s, suitcases were primarily simple with a handle and a basic structure. When wheels were first screwed onto the bottom in 1972 to facilitate easier movement, many consumers thought the idea looked odd and unnecessary. It took around two years for department stores to start stocking wheeled suitcases and over a decade for them to become universally accepted. Today, it is hard to imagine travelling without them. The initial resistance was driven by the discomfort of change and the challenge of adopting a new habit.

Similarly, innovations like embroidered theatre hats with names and roles written on them faced initial scepticism. These hats, once seen as unnecessary and perhaps a little silly, offered numerous benefits. They allowed theatre staff to identify each other at a glance by looking above someone’s eyes, reducing search times for name badges or dangling lanyards that could be awkward or hard to read. Despite their advantages, some viewed them as unnecessary or eye-catching in a way that was not desirable.

The pattern of resistance is consistent across many innovations. When the benefits are visible and logical, acceptance gradually increases over time. The wheeled suitcase and the embroidered theatre hats serve as examples of how initial appearance and perceived inconvenience can hinder early adoption. Over time, societal and industry norms shift, and what once seemed strange becomes standard practice.

In the healthcare setting, the challenge is even more complex. Embroidered theatre hats are beneficial in theatre and maternity units but pose difficulties in wider hospital environments. For instance, laundering these hats like scrubs is impractical because it’s hard to ensure each hat is returned to its rightful owner. When staff leave hospitals, their hats often go with them, making it difficult to maintain consistency and cost-effectiveness.

Recognising these limitations has led to the exploration of removable name and role identifiers on hats. Just as a standard name badge can be swapped easily, the idea is to develop a system of interchangeable labels that can be affixed to a common hat structure. This approach allows staff to wear the same hat throughout their tenure, simplifying laundering and reducing waste. It also ensures that hats remain in the department, ready for reuse, rather than being taken away when staff move or leave.

The journey of behavioural change in product adoption is often slow and challenging. Resistance stems from comfort with the known and the effort required to adopt new habits. By understanding these natural tendencies, innovators can design solutions that ease the transition, much like the eventual acceptance of wheeled suitcases or the evolution of theatre hats. The key lies in creating adaptable, user-friendly products that address practical limitations while respecting human behavioural patterns. Only then can meaningful and lasting change be achieved.

Moving away from a throwaway culture of single-use items requires a fundamental shift, not just in mindset but in the entire structure of ordering, storing, and laundering products. Hospitals must rethink procurement methods to prioritise durability and reusability, introduce new storage protocols to facilitate easy access to reusable items, as well as refining laundering processes to ensure hygiene and efficiency. While these adjustments demand effort and commitment at the outset, once embedded, they can lead to fantastic long-term benefits, reducing environmental impact, cutting costs, and encouraging a culture of sustainability.

If you would like to join the change, please email us: sales@econinjas.co.uk.