ecobuild 2011 - designing for behaviour change
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Designing for pro-environmentalbehaviour change
Samuel Smith, BioRegional
Ecobuild 2011
Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com
Today
PART 1 Understanding behaviours
PART 2 Solutions and methods
PART 3 Activity
About BioRegional Development Group
• Environmental Charity• Practical Solutions• BedZED• One Planet
Programme
Solutions for sustainability
One Planet Companies
One Planet Communities
One Planet Regions
BioRegional Production
UK three planet challenge
BioRegional works with partners to demonstrate solutions for…
Products & supply chains: wood, construction materials, food, paper
Communities: new, retrofit, energy, transport, sustainable lifestyles
90% carbon reduction - indications it can be done…
BioRegional projects and companies• BedZED eco-village (72% -100% CO2)
•Local paper loop (93% EF, 78% energy)
•Local charcoal (85% transport CO2)
Real-life case studies
Behaviour change
Behaviour. the response of an individual or group to its environment
Change. to make different
Influencers of behaviour
Structural
Is the infrastructure or technology
available?
e.g. public transport, recycling bins, renewables, low impact materials
Financial
Is it affordable?
e.g. incentives, tax breaks, loans, feed-in tariff, trading,
other costs
Social
Is the behaviour normal and acceptable?
e.g. will my neighbours accept my wind turbine? Will
my family let me be a vegetarian?
Personal
Do I want to do anything?
e.g. hassle, attitude, skills, time, competing behaviours
The value-action gap
Values
Action
“I want to do something about the environment”
Social and personal barriers
A lack of consistency between values and actions can make people feel uncomfortable
This is resolved by either:
1.Behaviour change2.Changing values, attitudes or beliefs3.Denial through justification or rationalisation
Values
Action
This is resolved by either:
1.Behaviour change2.Changing values, attitudes or beliefs3.Denial through justification or rationalisation
“It’s other people’s fault” “It’s out of my hands”
“It won’t affect me”
“It’s too hard”
Values
Action
1. Structural e.g. no public transport
3. Social e.g. no one else is doing it
4. Personal e.g. hassle, time
2. Financial e.g. don’t have money
CatalystsBarriers Solutions
Ideas for One Planet LivingStructuralStructural FinanceFinance SocialSocial PersonalPersonal
Sustainable Transport
5 minute living conceptat Sanoma Mountain Village
5 minutes walk
StructuralStructural
Structural
• 3 years before the bid – 41 Accidents, 16 involving children
• 13 months since completing the scheme, 6 slight, 1 involving a child
• Traffic speed reduced
• Residents’ association still going strong
Transport: Home Zones in West SussexStructuralStructural
One Planet Food in Sutton
FinancialFinancial
WasteSegregated waste bins and easy
access to recycling points:60% recycling rate (local avg~ 30%)
BedZED
TransportCar clubs helping reduce car
ownershipFree electric charge points
SocialSocial
Energy
PersonalPersonal
Energy
PersonalPersonal
Energy
Pay as you save
Energy
PersonalPersonal
But beware…
Efficiency doesn’t always guarantee carbon savings
Efficiency doesn’t always guarantee carbon savings
Saved: £45 / year Saved: 150 kg CO2
Efficiency doesn’t always guarantee carbon savings
Saved: £45 / year Saved: 150 kg CO2
£45 can buy
Cheap flight to turkey~ 1,000 kg CO2
7 yoga classes~ 0 kg CO2
Avoiding rebounds
1. A holistic approach2.…. that aims for spillovers
Spillover is the idea that if you encourage people to undertake one environmentally-friendly behaviour they'll be more likely to try another.
Applying all this theory
Our approach
1Identify
your aims
2Know your audience
3Develop
messages
4Choose your messenger
5Engage
6Monitor & evaluate
7Exemplify
2Know your audience
• Are there any key influencers in the audience?• What incentives will interest them?
Settlers Driven by safety, security, belongingInterested in energy security, safety, saving money
Prospectors Driven by success, self-esteemInterested in popular schemes, top tips etc
Pioneers Driven by ethics, exploration, innovationInterested in emerging technologies, being a role model
3Develop
messages
• Be positive – sell the vision• Avoid jargon• Avoid green wash• Keep it simple• Keep it balanced and honest
3Develop
messages
Positive messages
3Develop
messages
Bad messages
“If everyone in the UK washed their laundry just ten degrees cooler we would need one less 250MW power station!!”
4Choose your messenger
5Engage
80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted
5Engage
80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted
5Engage
A nudge is a small thing that attracts our attention and changes our behaviour.
Minor interventions which operate unnoticed in the background. As opposed to a shove.
5Engage
A nudge is a small thing that attracts our attention and changes our behaviour.
A minor interventions which operate unnoticed in the background. As opposed to a shove.
6Monitor & evaluate
7Exemplify
Questions&
Activity
Useful sources
• One Planet Communities – Pooran Desai
• CAT - Zero Carbon 2030• Green Alliance publications• Futerra publications• COIN network• UK Gov - MINDSPACE• Defra – Engagement model• Kaizen Partnership – Engagement
Thanks for coming
Please fill out a feedback form
Samuel Smithsam.smith@bioregional.com
Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com
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