How can organizations spur system-wide changes in people’s daily habits? In the 1990s, Western businesses introduced new tools, rules, and norms to the Russian market to transform Russians’ hygiene habits, with great success. By examining this and other examples, a framework for changing behavior at the systemic or societal level emerges. While habits are indeed hard to break, seeing the challenge through the lens of an actionable framework can help organizations start successfully inspiring change in people’s daily choices.

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