When disaster strikes, having early warnings and strong infrastructure saves lives. But often, even when people know the risks, they don’t act. Why? The answer lies in human behaviour.
In March 2025, Myanmar was hit by a massive 7.7 magnitude earthquake. Survivors like Ma Phyu Sin Win were grateful for emergency kits basic things like food, solar lamps, and hygiene products. “Every little item helps during this time,” she said. But the damage went far beyond broken buildings. Around 1.6 million structures were exposed to intense shaking, many not built to survive it.
Disasters like this are becoming more frequent and more destructive. In 2024 alone, extreme weather caused $320 billion in economic losses. But the real damage continues long after the floodwaters recede or the ground stops shaking: people are displaced, hospitals collapse, and children lose access to school.
Yet disasters aren’t truly “natural” they become disasters when natural hazards collide with human vulnerabilities: poor planning, weak infrastructure, inequality, and degraded ecosystems. Whether a hazard turns into a disaster depends on how prepared we are.
So how can we prepare better? Science says we must look not just at systems, but at people.
Understanding Human Behaviour in Disasters
A European study, the Special Eurobarometer 547, showed that being informed is not enough. People often delay action or make emotional decisions. Why? Because disaster preparedness is not just about knowing the risk it’s about overcoming human biases.
Disasters unfold in phases: before, during, and after. Before a disaster what experts call the “cold phase” people often underestimate risks, believing “it won’t happen to me.” This optimism bias can stop people from taking preventive steps. Even clear warnings are ignored.
During the disaster the “hot phase” people may freeze, confused by mixed messages or misinformation. They may look to others before acting or ignore evacuation orders. Poor communication, unclear warnings, or low trust in authorities all make things worse.
Behavioural science helps us understand these reactions. And more importantly, it helps us design better ways to communicate and engage with people ways that actually lead to action.
Breaking Barriers with Human-Centred Solutions
One major issue is trust and how people perceive risk. In many parts of Europe and around the world, including Haiti, people ignore alerts because they don’t trust who delivers them or they don’t see themselves as at risk. For example, the Red Cross found that people often stay in unsafe homes during heatwaves simply because they don’t believe they’re in danger.
To change behaviour, we must understand culture, past experiences, and how different groups access information. Homeless populations, migrants, seasonal workers, and young people may all need different ways of receiving warnings.
This is where creative, human-centred solutions come in.
In Haiti, public messaging was transformed through music videos featuring popular local artists, simple text and audio messages, and community radio broadcasts. These methods connected emotionally with people, overcoming mistrust and making life-saving information accessible even for those with low literacy.
In Europe, similar tools are being used. Interactive climate games help people understand the long-term impact of their choices. “City learning labs” bring communities together to brainstorm solutions. These participatory methods build shared understanding and motivate people to act before it’s too late.
Even policymakers are not immune to behavioural biases. They may favour old policies, ignore new evidence, or delay action due to fear of change. Behavioural science helps them recognize and overcome these tendencies leading to smarter, faster decisions when disasters loom.
Making Resilience Work for Everyone
Investing in preparedness isn’t just smart it saves money. Every $1 spent on disaster resilience can save up to $13 in recovery costs and lost livelihoods.
That’s why early warning systems, inclusive planning, and behaviour-informed communication are key. In Georgia, flood and landslide alerts now reach 1.7 million people. In Bangladesh, training over 1,700 local officials led to wheelchair ramps in cyclone shelters and thousands of women becoming emergency responders.
Urban resilience is also critical. With 90% of urban growth happening in hazard-prone areas, especially informal settlements, the stakes are high. UNDP and UN-Habitat are helping fast-growing African cities collect better data, restore ecosystems, and build resilient infrastructure.
But resilience isn’t one-size-fits-all. Cultural context matters. So does trust. So do emotions. By listening to people and designing policies with human behaviour in mind, we can create systems that not only warn people but help them act.
The Road Ahead
Disasters are no longer rare. But they don’t have to be deadly. By blending science, empathy, and creativity, we can turn preparedness into a shared responsibility. And by investing in both people and infrastructure, we can build communities that survive and thrive even when the worst happens.