Core Principles Matter
Grounded in integrity, principles, and core values, we turn possibility into meaningful action for lasting impact.
Profession first in healthcare transformation
The growth, credibility, and integration of behavior change professionals in healthcare drive every decision. Individual or organizational self-interest is secondary to the long-term advancement of the profession as a core pillar of human-focused care.
Evidence & science as guiding foundations
All strategies, training, research, and policy guidance are grounded in evidence and scientific reasoning. Continuous learning, evaluation, and integration of emerging findings ensure the field remains credible, effective, and impactful.
Ethical leadership and transparency
We uphold the highest standards of ethical practice, accountability, and transparency in all professional, organizational, and collaborative interactions. Integrity and fairness guide leadership decisions and organizational operations.
Inclusive collaboration and community voice
Solutions are stronger when informed by diverse perspectives. We actively engage stakeholders, professionals, and partners in collaborative dialogue, leveraging collective wisdom to shape research, practice, and policy that benefits the profession and the people it serves.
Trust as the foundation of impact
Trust underpins everything we do - from partnerships to research, education, and professional practice. Building and maintaining trust within the profession, across healthcare teams, and with communities ensures credibility, sustained engagement, and meaningful transformation in human-focused care.
