Listen on: 
Why is changing an addictive behavior so difficult, even when someone genuinely wants to change? And what does it take to turn motivation into lasting action?
In this episode of the Human Resilience Podcast, hosts Bob Gold and Shelley Schoenfeld are joined by Kathy Crosby, CEO and President of Truth Initiative, for a conversation about the behavioral, social, and environmental forces that shape addictive behaviors, and why willpower alone is rarely enough to overcome them.
Drawing on more than three decades of experience in public health, communications, and behavior change, including leadership roles at the FDA and Truth Initiative, Kathy explores how marketing, social influence, habits, and the brain’s response to addiction shape our decisions. She also shares what Truth Initiative has learned about helping people navigate triggers, build readiness, and access personalized support when it matters most.
In this episode, you’ll hear about:
- Why addiction is more complex than individual choice or willpower
- How marketing, social media, and popular culture influence addictive behaviors, particularly among young people
- The role of triggers, cravings, motivation, and readiness in creating lasting behavior change
- Why setbacks shouldn’t be viewed as failures, and how a nonjudgmental approach can support long-term progress
As Kathy explains, “Behavior change succeeds or fails in that moment.” Understanding when people need support, and making it available at the right time, can be the difference between good intentions and meaningful action.
Listen now for a thought-provoking conversation about moving beyond willpower and designing approaches to behavior change that reflect how people actually think, feel, and behave.
Featured Expert:
- Kathy Crosby, CEO and President, Truth Initiative
Hosts:
- Bob Gold, Founder & Chief Behavioral Technologist, GoMo Health
- Shelley Schoenfeld, Chief Marketing Officer, GoMo Health
Learn More About EX Program
EX Program by Truth Initiative is a free, evidence-based digital quit program developed in collaboration with Mayo Clinic. Designed to meet people wherever they are in their quitting journey, EX Program offers personalized quit plans, interactive text messaging, and a supportive online community to help individuals quit nicotine products, including cigarettes, e-cigarettes, and oral nicotine pouches.
Explore the free program at exprogram.com.
For Healthcare Organizations and Employers
Truth Initiative also works with employers, health plans, and healthcare organizations to expand access to evidence-based nicotine cessation support through EX Program’s enterprise offerings.
To learn more about partnership opportunities, contact partnerships@truthinitiative.org.
