ADKAR stands for Awareness, Desire, Knowledge, Ability, and Reinforcement. It is a widely used change management model that focuses on guiding individuals through change step by step. Rather than looking at change only from a project or organisational perspective, ADKAR breaks it down to the individual level, recognising that change only succeeds when people adopt it.
The model starts with Awareness, which is about ensuring people understand why the change is happening. Without this, it is difficult to build support. The next step is Desire, which focuses on creating the motivation to engage with the change. Even if people understand the reason, they still need to see value in it for themselves. Knowledge then provides the information and training required to know how to change, followed by Ability, which is about applying that knowledge in real situations. Finally, Reinforcement ensures the change is sustained over time through support, feedback, and recognition.
One of the strengths of the ADKAR model is its simplicity and practical application. It helps identify exactly where people are struggling in the change journey. For example, if adoption is low, the issue might not be training, but a lack of awareness or desire. This makes it easier to target the right actions instead of applying generic solutions.
ADKAR is often used alongside broader project or programme frameworks, providing a clear structure for the people side of change. When applied consistently, it helps organisations move beyond implementation and focus on real adoption, ensuring that new ways of working are not only introduced, but also embedded and sustained.
Awareness
Desire
Knowledge
Ability
Reinforcement