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Behavioural solutions

Behavioural solutions


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.


      Behavioural sciences

      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.


    Genesis helps business to return to work safely after lockdown

    Genesis was retained by the Public-Private Growth Initiative (PPGI) to demystify and increase adherence to regulations on how to re-open the economy safely after lockdown and to remain open using insights from behavioural economics.


    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.


    Behaviourally informed messaging increases medication adherence

    Genesis Analytics was commissioned by PPO Serve to help improve medication adherence among HIV-positive patients enrolled on the GP Care Cell (GPCC) programme. The programme offers free HIV treatment through a network of private GPs.


    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.

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Related Focus Areas


    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

    Our Centre for Digital Excellence (C0DE) team at Genesis focuses on technology innovation and the opportunities it provides for improving the development potential of African nations. Our work is focused on supporting African governments, their development partners and private firms in forging new tech-enabled pathways to inclusive growth.



    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.


    Human development

    We work with governments and private businesses to build human capital by improving education and health outcomes, ensuring a decent standard of living for all. Our focus sectors are health, education, social protection and WASH (water, sanitation and hygiene). 

    Our core areas of expertise are financing (public finance management, sector financing and expenditure performance, private sector investment), mixed service delivery systems (private and public sector) and adaptive social service systems.


    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.

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