beyond education: using social science to motivate action in your program kaitlin phelps, action...

Beyond Education: Using Social Science to Motivate Action in Your Program

Kaitlin Phelps, Action Research

NYSAR3 November 6th, 2015

changing behavior for the public good by applying marketing and social

science research to outreach programs that promote clean, healthy, + sustainable communities.

clean healthy sustainable

community workplace environment

implementresearch evaluate

Behavior Matters

Environmental Issues have Origins in Human Behavior Pollution + Waste Climate Change

Technology + Policy Solutions Barriers: technical, institutional, societal Time to penetrate market Time to implement policy

Behavioral Solutions Voluntary action Guidance from social sciences

THE Behavior Matters

One-Time (e.g., install clothing donation bin)

Repetitive (e.g., compost food scraps)

Diverse Cost Difficulty Other Obstacles

Traditional Approaches

KnowledgeIf people know what to do,

they will do it.

Knowledge ≠ Behavior Change

Traditional Approaches

KnowledgeIf people know what to do,

they will do it.

Knowledge ≠ Behavior Change

Traditional Approaches

KnowledgeIf people know what to do,

they will do it.

Knowledge ≠ Behavior Change

Traditional Approaches

KnowledgeIf people know what to do,

they will do it.

Knowledge ≠ Behavior Change

Community-Based Social Marketing

origins in 100 years of social science psychology, sociology, anthropology, etc.

community-based delivered at local-level

removes barriers to action motivational and structural

behavior-based outcomes (behavior change) not outputs (# of impressions)

Community-Based Social MarketingSelect Behavior

Barriers & Benefits

Develop Strategy

Pilot Test

Implement Broadly & Evaluate

McKenzie-Mohr, D. (1999, 2011). Fostering sustainable behavior. Canada: New Society Publishers. See also www.cbsm.com

CBSM Strategies

Behavior Change

Tools from Social Sciences

Remove BarriersEnhance Motivation

Personal Contact

Tools: Commitment

Tools: Social norms

Tools: Convenience

Other Tools

Graphic From: Schultz, P. W. (2013). Strategies for promoting proenvironmental behavior: Lots of tools but few instructions. Eurpoean Psychologist.

Case Study #1

City of Fort Worth Texas

Step 1: Behavior Selection

Waste Characterization Study 415 households

Mixed Paper Present in 87% of garbage carts 8% of volume by weight

Step 2: Identify Barriers and Benefits

In-Person Surveys 261 households

Barriers Privacy concerns Confusion (shiny paper, plastic)

Benefits Good for the environment, landfill space Right thing to do

Step 3: Develop Strategy

Social Norms 87% think recycling is important

Information Address confusion

Convenience/Prompt Black marker

Case Study #2

Seattle, WA

Step 1: Identify Behavior

Waste Audit 411 households

In-person Surveys 225 respondents

Step 2: Barriers and Benefits

Mixed paper•Personal information•Confusion about what is recyclable

Coated Containers, Plastic Containers•Rinsing or cleaning•Confusion about what is recyclable

Glass, Cans•Rinsing or cleaning

Step 2: Barriers and Benefits

Newspaper/Cardboard• Breaking it down/flattening it

Food scraps and food-soiled paper:•Inconvenience/laziness/forgetting•Smell/mess•Use other method (e.g., disposal)•Didn’t know it could go in yard waste•No container for keeping it indoors

CBSM Successes

City of Oceanside, California23% reduction in dog waste on a public trail

CBSM Control50

70

90

110

130

150

170

190PRE POST

CBSM Successes

Urban Sustainability Directors Networkturn off computers and monitors at the end of the workday

Computers Off Monitors Off0%

10%20%30%40%50%60%70%80%90%

100%

64%

23%

72%

53%

Computer & Monitor Shutdown Rates

Control Treatment

CBSM Successes

City of San Diego, Think Blue89% decrease in outdoor washing67% decrease in dry-weather flow to storm drains

CBSM Successes

CalRecycle (formerly CIWMB)248% increase in curbside oil pick-ups

Additional Resources

Websites www.cbsm.com www.toolsofchange.com

Discussion Forums/List Serves Fostering Sustainable Behavior (www.cbsm.com) Georgetown Social Marketing Listserv

Books Fostering Sustainable Behavior Social Marketing to Protect the Environment

Action ResearchNew York: 13 East 37th St., Suite 7F | New York, NY 10016

California: 3630 Ocean Ranch Blvd. | Oceanside, CA 92056

Kaitlin Phelps

phone: 917-721-6705 | email: phelps@action3630.com

www.action3630.com