Behavior Change for Good 

Behavior Change for Good (BCFG), founded by Professors Katy Milkman and Angela Duckworth, launched in 2017. This initiative, housed at The Wharton School and the School of Arts and Sciences at the University of Pennsylvania, unites a world-class, interdisciplinary team of academic experts with leading organizational partners to help advance the science and practice of behavior change. BCFG’s pioneering “megastudy” approach simultaneously tests dozens of ideas for changing a behavior, proposed by a diverse array of scientists, to identify which strategies work best and for whom, and how to most effectively create enduring behavior change to transform people’s lives for the better.