Mainstream psychological and behavioural science meets anthropology: a study of behavioural transformation

Transformative behavioural change refers to a profound and often radical shift in individuals’ actions and values. Mainstream WEIRD (Western, Educated, Industrialised, Rich, and Democratic) psychological and behavioural science, which is the dominant research tradition in Euro‑American contexts, has increasingly recognized such change as critical to tackling global challenges such as the climate crisis and widening social inequalities. However, transformative behavioural change is relatively rare and highly context-dependent, which poses substantial challenges for this research tradition due to its reliance on large samples and standardized measures. This comment argues that anthropological methods, particularly ethnography, can help overcome these obstacles. By immersing researchers in participants’ everyday lives, ethnography captures the nuanced, evolving, and culturally embedded processes underlying transformative shifts. Drawing on participant observation and long-term engagement, it offers a deeper understanding of the triggers, social dynamics, and structural influences involved. The article outlines why established quantitative and qualitative methods in mainstream psychology struggle to accommodate complex, uncommon phenomena like transformative change and demonstrates how anthropological approaches address these limitations. It concludes by offering practical strategies for incorporating ethnographic techniques into mainstream psychological and behavioural science, underscoring the need for cross-disciplinary collaboration. If adopted more widely, these integrations could yield richer, more actionable insights into how and why individuals enact profound behaviour change, ultimately strengthening interventions aimed at solving pressing societal and environmental challenges.