Shannon Behaviour Change has launched Australia's first agency-dedicated Misinformation Team, comprising leading experts in behaviour change. The official debut comes as the business releases Australia's inaugural State of Change 2024 Report, highlighting the need for improved media literacy and stronger regulatory frameworks to combat misinformation.

The new report is based on a survey of thousands of Australians nationwide, exploring how misinformation is consumed, shared, and combated. Key findings include that TV news is the primary source of news for Australians, with two in five turning to TV media. One in four rely on social media, and one in five opt for online digital outlets.

In these ventures, the report found nearly half of Australians frequently encounter suspected false or misleading information, and more than a quarter have revised their understanding of an issue after discovering the information they believed was false or misleading. Almost half of Australians have shared information that later turned out to be false or misleading, primarily on social media.

While one in three Australians check alternate sources when they encounter suspicious information, a third admit they do nothing. Less than half of Australians feel confident in their ability to discern whether the news they encounter is true or false. Four in five Australians believe that media literacy education is crucial for addressing misinformation and disinformation. Three-quarters of Australians express concern about the impact misinformation and disinformation have on Australian society and believe that discrediting misinformation is essential.

Notably, four in five Australians believe that social media platforms are failing to effectively regulate misinformation and call for legislation to combat the issue.

The Misinformation Team will work closely with Monash University’s BehaviourWorks Australia, governments, corporates, not-for-profits, media outlets, and educational institutions to develop evidence-based strategies to combat the spread of false information. Shannon Behaviour Change is positioning itself as a behavioural science communications consultancy focused on driving positive social change through evidence-based strategies.

Justine Sywak, Director of PR, Stakeholder Management and Misinformation at Shannon Behaviour Change, said, The Shannon Behaviour Change 2024 State of Change Report provides an in-depth examination and insights into the growing threat of misinformation and disinformation in Australia.

"This will be leveraged to assist with implementing best practices, providing tools and strategies for detecting and mitigating misinformation, and supporting public and private sectors in navigating the complexities of this evolving landscape."

Sywak said The State of Change report outlines the scale, nature, and urgency of misinformation and disinformation in Australia.

"We are using it to assess the risks and the strategies required to combat this pervasive issue for our clients," she said. "The rise of misinformation has reached a critical point. It’s no longer just about fake news stories; it’s about the erosion of trust in media, government, corporate and not-for-profit sectors. Our new Misinformation Team will be at the forefront of understanding how Australians interact with misinformation and what strategies we can employ to counteract its effects."