This report is part of the healthy living social marketing initiative that underpins the Government’s approach to tackling obesity. The report is integral to answering key questions; what in people’s behaviours place them at risk of unhealthy weight gain, what drives their current behaviours, how might they be motivated to change, who might be able to influence them and what might act as barriers to change. The report is intended for use by health professionals, Government, local government, NGO and for profit organisations