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How many steps can you do to save the NHS billions - it’s fewer than you think

Can incentives really change behaviour for good? If you’ve ever set a New Year’s resolution that didn’t last past January or started a habit tracker you abandoned after the first page, you’re not alone. Building healthy habits and sticking to them is a common challenge.
Can incentives really change behaviour for good? If you’ve ever set a New Year’s resolution that didn’t last past January or started a habit tracker you abandoned after the first page, you’re not alone. Building healthy habits and sticking to them is a common challenge.
Friday 30 January 2026 | 2 minutes 50 seconds
Download File | 307.54MB

Can incentives really change behaviour for good?
If you’ve ever set a New Year’s resolution that didn’t last past January or started a habit tracker you abandoned after the first page, you’re not alone. Building healthy habits and sticking to them is a common challenge. But new research from Professor Joan Costa i Font from the Department of Health Policy at LSE and the life insurance provider Vitality shows that incentives may hold the key to long-term behaviour change. This video explores how rewards and incentives can support people in forming sustainable and consistent health habits and help them stay motivated. The study examines whether encouraging people to walk 5,000 steps a day can improve wellbeing, boost physical activity levels, and even help the NHS save billions. Discover what the data reveals about behavioural science, habit formation, health incentives, and how small daily actions can drive meaningful lifestyle change.
Read more about the research here.