Genesis recognises that certain problems in commerce and development demand an expert understanding of human behaviour. Moreover, the quality of traditional solutions can often be dramatically improved by incorporating behavioural expertise. Behavioural Solutions at Genesis combines expertise in economics, psychology, anthropology and sociology to unlock value.
Areas of Expertise
Applied behavioural economics
Behavioural economics is a powerful field that combines economics and psychology to influence behaviour and improve decision-making for the better through low-cost, high-impact, easy-to-implement interventions. Genesis Analytics created the first team of consultants in Africa in 2014 to use a scientific understanding of human behaviour to solve practical problems in the world of business.
Insights from behavioural sciences foster an understanding of human behaviour within given contexts that allow us to design systems or interventions that result in behaviour change. The behavioural sciences is an umbrella term that draws on psychology, anthropology, cognitive science, behavioural economics (BE), and social and behavioural change communication (SBCC). Our work builds on the evidence base provided by behavioural sciences and applies it to effect behaviour change in wide-ranging contexts or settings. We use our deep sector expertise and experience in applying behavioural sciences insights to influence behaviour through communication, interventions, processes and systems. We design and deliver human-centred systems and processes, and effect scalable, sustainable behaviour change along the full impact pathway.
Taking applied behavioural economics online for retail shopping
Genesis Analytics’ Applied Behavioural Economics (ABE) team was retained to apply behavioural economics to a retailer’s online rewards platform as it shifted from the traditional bricks-and-mortar business to its redesigned e-commerce platform.
Improving SA's largest HIV prevention programme with behavioural economics
Genesis Analytics and the Foundation for Professional Development (FPD) have been commissioned by the Bill and Melinda Gates Foundation to provide technical assistance to the South African Department of Health (DOH) to support the delivery of a key HIV prevention programme - the national Medical Male Circumcision (MMC) Programme.
Insights drive uptake of financial products by smallholder farmers
Genesis Analytics was contracted by the Kenya Commercial Bank to undertake an impact evaluation of MobiGrow, a product that targets agricultural value chain actors to offer mobile-based financial inclusion and information to smallholder farmers and pastoralists in Kenya and Rwanda.
Behavioural campaigns lift loans response rates by 102%
A large financial institution approached the Applied Behavioural Economics (ABE) team to increase the response rates for one of its financial services campaigns. Behavioural economics principles were successfully applied to optimise various existing customer communication channels throughout the personal loan take-up/uptake journey.
Scaling up male circumcision in SA to prevent HIV infections
Genesis was awarded three-year contract from Bill & Melinda Gates Foundation to provide technical assistance to the South African national medical male circumcision (MMC) programme to build resilient local systems that successfully plan, effectively manage and efficiently execute the programme at scale, and transition MMC toward sustainability in South Africa.
Our behavioural solutions team lifts school attendance by 14%
Genesis Analytics partnered with the Fun Learning for Youth (FLY) programme in Alexandra to help them improve attendance and attainment rates. The interventions resulted in a 14% increase in student attendance across all grades over the five-week period.
Behavioural economics boosts annual premiums by 60%
The Applied Behavioural Economics team was commissioned to improve the conversion rates and the premiums collected for an asset manager’s retirement-product campaigns. The campaigns sought to migrate customers from old-generation products to new ones, while also increasing monthly premium contributions.
Agriculture and agribusiness
Africa’s agricultural sector is critical to sustainable economic development. It supports economic opportunities in rural communities, the alleviation of poverty and plays an essential role in food security. Genesis works across the public-private interface for governments, donors, philanthropic and private sector clients.
Unlocking the sector’s potential requires a combination of political will, enabling regulatory frameworks, improved access to finance, skills investment and climate change adaptation. An understanding of these interlocking factors underpins our approach to programme design and implementation.
Communications and broadcasting
We work with governments and regulators to cut through the complexities of digital markets and ensure that digital policy and regulation are fit for purpose, striking the optimal balance between intervention and innovation. Our work includes all aspects of governance and economic regulation including competition, digital rights, data protection and privacy, consumer protection, e-commerce, economic structure and digital trade.
Centre of Digital Excellence
The Centre of Digital Excellence (C0DE) at Genesis supports African governments, their development partners and private firms to harness technology to achieve their development objectives. We advise our partners on how to build sustainable ecosystems that enable transformative tech applications – covering the full spectrum of elements that must be in place.
We work with our clients to develop solutions aimed at improving the health of populations throughout Sub-Saharan Africa.
Our region faces the challenges of the quadruple burden of disease, which includes both communicable and non-communicable diseases, as well as violence and injury.
Coupled with this are relatively weak health systems, heavy reliance on donor funding and inequitable public and private sectors. Within this context, we provide experts with decades of experience in the design, implementation, costing and evaluation of health programmes, and strengthening of sustainable health systems.
We work for a world where everyone can develop to their full potential. We are focused on expanding meaningful rights and opportunities for people who are marginalised. Part of a global African firm, we are particularly committed to children, women and young people in Africa and the Middle East.
We work in key human development areas: health, nutrition, and WaSH (water, sanitation and hygiene); youth, education and early childhood development; and social protection and social care. Rapid changes in demography, climate and technology are generating massive challenges and tremendous opportunities for human development. At the same time, Covid-19 has caused a severe shock to human development from which people and systems need to recover.
We help governments, their global partners, and private and non-state clients to improve the delivery of key human development services while navigating these changes. To do so, we provide services in diagnostics; regulation, governance and oversight; strategy, planning and implementation; financing and budgeting; service delivery; and monitoring and evaluation.
Financial services strategy
Our Financial Services team has completed more than 600 projects across sub-Saharan Africa and the Middle East since 2001. We work with leading financial institutions to address their challenges, unlock value for their stakeholders and shape the future of the industry.
Our team understands the evolving technology and market structures, economics and regulatory trends across all segments of the financial services sector. Our distinct approach is characterised by deep specialisation and rigorous analysis based on a strong economics foundation.