How might we drive behaviour change around the nation’s internet security?

Future-proof Innovation | Market Foresight | Inspirational Insight | Consumer Insights Teams

The UK is 5th in global cybersecurity rankings


Cabinet Office case study post it

The Challenge

With online fraud costing UK taxpayers billions, there was a pressing need to address this issue. The Cabinet Office faced the challenge of driving behavior change and improving cyber security across the nation. However, the subject of cyber security carried taboos and secrets that needed to be understood before initiating a successful campaign.


Our Approach

To understand the fundamental issues surrounding cyber security, Sense Worldwide sought frank and honest insights into the behaviors of consumers and businesses. In collaboration with professionals from The Sense Network, such as a hacker, a spy, and business leaders, we identified low-effort actions that could make a material impact on cybersecurity. Senior civil servants, intelligence officers, usability experts, and consumers were brought together to form an action plan for the government.


Computer screen with code

The Result

Working with Sensers from across the country, Sense Worldwide established that citizens don’t believe their money is at risk when it comes to financial security. However, they care deeply about reputation as a proxy for money. Based on these insights, a “five simple steps” recommendation was developed to help businesses maintain cybersecurity. These recommendations were adopted by the Government and launched by the National Cyber Security Centre (NCSC) as part of a 5-year initiative to improve the UK’s online security credentials.

The result is evident in the UK’s fifth position in global cybersecurity rankings, reflecting the success of the campaign and the collective efforts to drive behavior change and enhance cyber security nationwide.


Cyber crime is one of the fastest growing risks to small businesses and support to tackle it is essential…We therefore welcome this simple and practical guidance to help small businesses protect themselves against common cyber threats.

National Chairman at the Federation of Small Businesses (FSB)


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