But You Are Free
Introduction and Purpose
The But You Are Free strategy is a simple conversational technique that increases the likelihood of compliance with a behaviour-change request while maintaining a sense of autonomy and respect. The approach is based on experimental research which found that adding the phrase ‘but you are free to say no’ after a request significantly increases the chance that people will agree to it (Pascual et al., 2015). The method works by reducing perceived pressure and reinforcing the individual’s freedom of choice, which in turn makes the request seem more genuine and less directive.
Requests to engage in pro-biodiversity behaviours, such as volunteering to monitor wildlife, maintain bird feeders, procuring fairtrade, seasonal or organic food etc., can be made and followed with “but you are free to accept or refuse” or similar. The follow-up must acknowledge the individual's freedom to choose how they respond.
Key Features
Timeframe:
- The request can be implemented is a few minutes and can be used in a business of any size.
Materials Required:
- A clear and specific biodiversity-related request, such as joining a short volunteering activity, contributing ideas for a biodiversity initiative, or making a small workplace change (for example, using less paper or planting pollinator-friendly flowers).
- Identification of the person or team who will make the request, ideally someone trusted or in a position of influence to ensure the interaction feels natural.
- Identification of the person or group being asked to comply, considering existing workplace relationships to create a comfortable dynamic.
- A short statement or prompt that includes the phrase “you are free to choose,” ensuring the recipient feels autonomy and no pressure to comply.
Skills Required:
- Interpersonal and communication skills to make the request in a conversational, respectful, and encouraging manner.
- Emotional intelligence to recognise appropriate timing and tone, allowing the recipient to feel both valued and unpressured.
Potential Impact:
- Increased willingness among employees to engage in biodiversity-related behaviours due to the perception of freedom and choice.
- Positive shifts in employee attitudes and behaviour towards biodiversity, grounded in voluntary action rather than obligation.
- Strengthened trust and collegiality between staff, promoting an open and supportive culture for biodiversity initiatives.
- Gradual normalisation of biodiversity-friendly actions within everyday workplace interactions.
Case Study
Instructions
To implement But You Are Free within an organisation, use the following steps as a guide:
- Identify a clear and specific pro-biodiversity action you wish participants to take. e.g. this might involve joining a local habitat restoration activity, committing to biodiversity-friendly practices at work, or encouraging individuals to share biodiversity-related stories within their organisation.
- Present the request directly and clearly, explaining why it matters for biodiversity or another specified purpose.
- Follow the request immediately with the statement ‘but you are free to say no’.
- Maintain an open and respectful tone, ensuring that the invitation feels voluntary rather than persuasive.
- Observe and note how people respond to this framing, paying attention to changes in willingness, tone, or openness to discussion.
- Reflect afterwards on how the sense of freedom may have influenced engagement and what this reveals about autonomy and motivation in biodiversity decision-making.
Rationale
The reasons why the But You Are Free strategy works is because:
- It avoids coercion, which is likely to elicit a refusal to comply (psychological reactance)
- It capitalises on a social responsibility norm in two ways:
- Acknowledging that people are ‘free’ to choose how they behave
- People should cooperate and be helpful where possible
Refusing the request is, therefore, likely to bring feelings of guilt and concerns about self-image.
Benefits:
- Involves no direct implementation cost
- Creates a positive environment for behaviour change requests to be made
Links to Resources
Changing Minds offers suggestions on how to begin a conversation.
