The ADKAR model: What it is and how to apply it

Change is a constant for most organisations. New systems, restructures, process improvements and digital transformation initiatives are now part of everyday working life. Yet despite the frequency of change, many initiatives still fail to deliver their intended outcomes. Often, the issue isn’t the solution itself, but how well people are supported through the transition.

This is where structured change management becomes essential. One of the most widely used approaches is the ADKAR model. Simple, practical and people-focused, ADKAR provides a clear way to understand how individuals experience change and what they need to successfully adopt new ways of working.

H2: What is the ADKAR model? 

The ADKAR model is a change management framework that focuses on individual change rather than organisational structures alone. Developed to support successful adoption, it recognises that organisational change only succeeds when individuals change their behaviours.

ADKAR is an acronym that represents five building blocks of successful change:

• Awareness of the need for change
• Desire to support and participate in the change
• Knowledge of how to change
• Ability to implement new skills and behaviours
• Reinforcement to sustain the change

The model is sequential. Each element builds on the previous one, and gaps at any stage can limit the effectiveness of the overall change effort. This makes ADKAR a practical diagnostic tool as well as a delivery framework.

Why ADKAR is effective in change management

Many change initiatives focus heavily on plans, timelines and deliverables. While these are important, they don’t address the human side of change. The ADKAR change management approach fills this gap by focusing on how individuals understand, respond to and embed change.

Because ADKAR is outcome-focused, it helps change managers identify where resistance may occur and why. If people are not adopting a new process, the issue might not be ability, but lack of awareness or desire. ADKAR provides a structured way to assess these challenges and respond appropriately.

Another strength of the ADKAR model is its flexibility. It can be applied to large-scale organisational change, smaller projects, or even individual role changes. This makes it a valuable tool across a wide range of change management scenarios.

Applying the ADKAR model to your change projects

Using the ADKAR model effectively means tailoring activities and communications to each stage of the change journey. While the principles remain consistent, how they are applied will depend on the nature of the change and the people affected.

Awareness: Helping people understand why change is needed

Change begins with awareness. Individuals need to understand what is changing and why it matters. This goes beyond announcing a decision; it involves explaining the drivers for change, the risks of not changing, and how the change aligns with organisational goals.

Clear, honest communication is essential at this stage. Leaders play a critical role in building credibility and trust, particularly when change may feel disruptive or uncertain.

Desire: Building willingness to engage

Awareness alone does not guarantee buy-in. Desire reflects an individual’s motivation to support the change. This is influenced by personal impact, perceived benefits and trust in leadership.

Managers can strengthen desire by addressing concerns openly, involving people in decision-making where possible, and showing empathy towards uncertainty. Understanding what motivates different groups helps tailor messages and engagement strategies more effectively.

Knowledge: Providing clarity on what needs to change

Once individuals are willing to engage, they need to know how to change. Knowledge includes understanding new processes, systems, behaviours or responsibilities.

This is where learning and development plays a central role. Training should be practical, relevant and timed to support implementation. Overloading people with information too early can be just as damaging as providing it too late.

Ability: Supporting people to apply new skills

Knowledge does not automatically translate into ability. Ability is developed through practice, feedback and real-world application.

Support mechanisms such as coaching, peer support and access to subject matter experts help individuals build confidence. Allowing time for adjustment and recognising that performance may dip temporarily is also important during this phase.

Reinforcement: Making change stick

Reinforcement ensures that change is sustained over time. Without it, people may revert to old behaviours once initial attention fades.

Reinforcement can take many forms, including recognition, performance management alignment, ongoing communication and visible leadership support. Measuring adoption and addressing gaps early helps embed change into everyday ways of working.

Using ADKAR alongside other change management approaches

The ADKAR model works particularly well when used alongside broader change management frameworks. While ADKAR focuses on individual adoption, other models may address governance, planning and delivery at an organisational level.

Together, they provide a balanced approach: structure for managing change activities and clarity on how people experience and adopt change. This alignment helps ensure that change initiatives deliver both technical outcomes and behavioural adoption.

Common challenges when using the ADKAR model

One common mistake is treating ADKAR as a checklist rather than a diagnostic tool. Simply delivering communications or training does not guarantee that awareness, desire or ability have been achieved. Effective use of the model requires listening, feedback and adjustment throughout the change lifecycle.

Another challenge is assuming that everyone progresses through ADKAR at the same pace. Individuals may move forwards or backwards depending on their experience, role or personal circumstances. Flexibility and ongoing engagement are therefore essential.

Support change success with ADKAR

The ADKAR model provides a clear, practical way to understand and manage the people side of change. By focusing on awareness, desire, knowledge, ability and reinforcement, organisations can identify barriers early and support individuals more effectively through transition.

When applied thoughtfully, ADKAR strengthens change management by turning intention into adoption and plans into sustained outcomes.

Explore our APMG International Change Management™ courses to build the skills and confidence needed to apply models like ADKAR effectively and lead successful change initiatives.