The new year is often a time for reflection. A time to look back on what we’ve done in the past year; and to make plans and resolutions for the next.  

And this act of reflection often reveals something deeper. Many of us are unaware of our own attitudes and behaviours until they begin to cause problems. This lack of awareness can quietly shape many areas of our lives. It can affect our relationship with food or alcohol. It can influence how we manage money or our health and wellbeing. 

So why do we ignore the warning signs?  

There are multiple psychological reasons that impact our behaviour and allow us, or even encourage us, to bury our head in the sand.  

Humans are creatures of habit. We often navigate life on autopilot until a crisis forces us to hit the brakes and scrutinise our actions. This isn’t just a quirk of human nature; it's deeply rooted in psychology. Whilst some of these reasons may feel obvious, it doesn’t make them any less valid. Let’s start with habits and routines 

Our lives are filled with routines that provide a sense of stability and predictability. However, these routines can become so entrenched that we rarely question them. Let’s consider Tom. His habit is using Apple Pay for all his purchases – whether it’s groceries, eating out or online shopping. It starts as a very convenient way to manage his finances and make payments. Yet over time he stops keeping track of his spending. Using Apple Pay has become an automatic behaviour and he doesn’t realise how much his spending is growing. Small, routine purchases—an extra coffee here, a new book there—start to add up. Tom’s reliance on Apple Pay for convenience has masked his increased spending along with accumulating interest and fees.  

Similarly, in the context of food, Helen might habitually reach for comfort foods after a stressful day. If this behaviour becomes a habit, then, as we know, it can lead to weight gain and health issues over time. Yet Helen might not recognise the connection for some time. 

Then there are social influences.  

Often unspoken and subconscious, social influences play a huge role in shaping our behaviours and attitudes. People often adopt behaviours to fit in with their social group, sometimes without really thinking about what they're doing. Whether it’s spending beyond their means or drinking more than they should because that is the norm within their social circle.  

We may look at the impact of habits and social influences and ask why people don’t simply recognise what’s going on and change their behaviour; refuse to be influenced by others. If only it were that easy. 

There are cognitive biases that shape how we process information. We tend to favour information that confirms our existing beliefs and ignore evidence to the contrary. So, someone with a carefree attitude towards spending will be more receptive to information and communications that promote indulgence whilst disregarding any advice on frugality. Naturally, this bias and selection reinforces their spending behaviour, whilst they ignore the things they don’t want to hear. 

In the same way, someone who enjoys regular social drinking might downplay the risks associated with alcohol consumption as they ‘select’ messaging that suggests moderate drinking is harmless. Again, they’re ignoring the messages that they don’t want to hear. 

And here’s the big challenge. Facing up to certain attitudes and behaviours can be emotionally challenging. To admit that we’re not in control, or that we’re not making ‘good’ decisions is tough. There may be feelings of guilt or shame, which compound our desire to avoid dealing with the situation.  

Only by understanding and responding to the psychological factors that keep people blind to their behaviours, can we create messaging that prompts behaviour change before they hit crisis.  

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