Artūras Jonkus: Why an Abundance of Information Doesn’t Change People’s Behaviour?

In his commentary, Artūras Jonkus argues that more information does not automatically lead to better understanding or behavioural change. Despite living in an age of data abundance, people rarely adjust their actions, because behaviour is shaped not by information itself but by context, values, and trust in the messenger.

Jonkus notes that excessive information often overwhelms rather than informs — audiences become passive, selective, or sceptical. Real change, he argues, happens when messages are emotionally resonant, clearly framed, and supported by consistent actions and environments. Communication that aims only to inform, without engaging or motivating, ultimately fails to influence how people think or behave.

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