I need to find one word for "changing behaviour". The word should imply proactive change (in behaviour) and not reactive change (such as adapting or the likes). It has got to do with changing behaviour of customers.

An example usage:

The "proactive change" of the consumer result in benefits such as lower premiums, incentives as well as improved health

  • 2
    Could you expand at all? It's not quite clear what you're asking. – anongoodnurse Feb 11 '14 at 9:01
  • Paradigm shift ? – mplungjan Feb 11 '14 at 9:12
  • Temperamentality in one of its senses might work, but the main sense involves mercurialness and/or moodiness. It also refers to the character trait giving rise to the changing behaviour. – Edwin Ashworth Feb 11 '14 at 9:14
  • I one word to substitute "changing behavior" with one word. The word needs to have a meaning (along the lines of, but not limited to...) that implies a pro active change in the behavior of a customer, to benefit himself – Leighton Feb 11 '14 at 9:16
  • Who does the changing: Do you want to express you change the customer's behaviour, or do you want to express that the customer changes their own behaviour? – oerkelens Feb 11 '14 at 9:25

There may not be exactly one word for this but there are ways to convey this idea:

The consumer took initiative and lowered premiums, better incentives, and improved health.

But the most appropriate word for what you are looking for is "proactive" and I don't see anything particular wrong or ugly about "proactively changed" or "proactive changes":

The consumer's proactive changes resulted in benefits such as lower premiums, better incentives, and improved health


Can you give us a sentence with "proactive change" where you want your new word to be?

Off the top of my head, I would say the following all connote "positive proactive change", ordered from most to least fitting: Evolution, innovation, advancement, adjustment, and depending on the context maybe transition as well.

  • The "proactive change" of the consumer result in benefits such as lower premiums, incentives as well as improved health – Leighton Feb 11 '14 at 9:49
  • I think 'evolution' is pretty strictly a reactive process. – Beejamin Mar 12 '14 at 11:09

Reform is pretty close:

Reform: to make changes in (something, especially an institution or practice) in order to improve it.

Though it's quite a formal, institutional-sounding term - it doesn't sound very friendly, though it is specifically about improvement. I think you still need to be clear that it's the behaviour you're talking about, so your example could become:

This reform of the consumer's behaviour results in benefits such as lower premiums and incentives as well as improved health.

(Grammar tweaked slightly)


I would use compliance in this situation.

From the context you are saying that if the consumer is compliant with the program, it results in lower premiums, improved health, etc.

This appears to be a health and wellness related usage. And, when speaking of proper behavior amongst patients you use the term compliant.

I would assume that you have some sort of goals that the consumer should achieve in order to qualify for these benefits. It seems unlikely that you would just reward random acts of good behavior. Therefore, you must have a series of beneficial behaviors you wish the consumer to adopt. (Smoking cessation, etc.)

Compliance with the program goals results in …


Influence on customers. Influence — the capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself. ©

  • That's not even a reactive change in the customer. – Edwin Ashworth Feb 11 '14 at 9:08

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