Macroeconomic costs incurred by microeconomic choices - where does collective responsibility start when lifestyle is concerned? Where does it end? When can you appeal to the individual and how do you effectively call for action? Social responsibility or personal freedom: this is the friction area in which Opinionators operates. With themes such as health, safety, environmental behaviour, labour market participation, community cohesion and more.  

Mass media campaigns fail because the messages tend to be too generic. Because the intrinsic problem at a personal level is too specific. If you want to reach people you have to get away from mass media campaigns and go in search of individual motives What drives behaviour? What motivates change? The key to success is in the answer to these questions. And its successful translation to effective interventions.