People do not push back on change because they do not understand it. They push back when it threatens identity, trust, or a sense of control.

In this episode of Stories and Strategies, Farzana Baduel and Doug Downs speak with Lord David Evans, political strategist and member of the House of Lords, about why behaviour change is rarely an information problem. Drawing from real political campaigns and public reactions, the conversation explores how fear, insecurity, and unmet psychological needs shape how people receive messages.

They unpack why more facts often make things worse, why listening is the starting point for influence, and how communicators can build trust by meeting people where they are. In a fragmented, high pressure information environment, understanding how people feel may matter more than what you say.