it takes more than a factsheet the psychology of sustainable behavior (based on the psychology of...

It Takes More Than a Factsheet

The Psychology of Sustainable Behavior

(based on The Psychology of Sustainable Behavior by Christie Manning, PhD)

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why use psychology?• Because we want your

projects to be as successful as they can be.

• Because you don’t want to waste your time!

• Because giving information alone doesn’t always lead to better environmental behavior.

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Why isn’t info enough?• We want to live in a

way that treats our ecosystems well (attitudes)

• We know the environment needs us to behavior differently (information)

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Because we have two brainsRule-based reasoning system

ConsciousRationalDeliberate

Associative reasoning systemUnconsciousSensory-drivenImpulsive

Create appeal to both our brains!

Individual behavior matters• Individual sustainability paves the way for

broader societal change– small changes add up – personal changes are gateways to public change – individual change makes sustainable behavior

normal behavior

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1. Make SB the social default2. Make SB personally relevant3. Make hidden information visible4. Foster mindfulness5. Create opportunities for competence6. Make change a byproduct of other events7. Balance urgency with realistic hope

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So what does lead to more environmentally sustainable behavior?

1. Make SB the social defaultWhat persuades you more?

“Energy conservation can help reduce air pollution and GHG emissions”

Or

“All your neighbors have had energy audits

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1. Make SB the social default• Communicate normative behavior– Direct proof (events)– Descriptive norms: 90% of people; many people;

people in Marcy Holmes; – Encourage positive cues: “Thank you for _____”– Create and support networks that spread examples

(ex: solar grants)– Show that the sustainability norm is for everyone, not

an eco-elite.

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2. Make SB Personally RelevantBest not to use “the environment”. Reinforces an artificial division between the health of ecological systems we rely on and us. Beware of labels that evoke strong emotion.

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Citizens, concerned residents, care about “the air we breathe” “the water we drink” “the resources we rely on” ”the climate that sustains human life”

Treehuggers and environmentalists aren’t us, aren’t normal, are obstructionist.

2. Make SB Personally RelevantUnderstand your audience’s worldview and frame the issue with them in mind. What do they care about?

-People who think humans should dominate won’t care about “preserving ecosystems” but might care about “kids’ health”

-People who care about economic issues may not care about “saving polar bears” but might care that “recycling supports thousands of MN jobs”.

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3. Reveal Hidden InformationThe problem: Perceptual barriers. Most environmental risks can’t be seen, heard, tasted, so our experience seems to contradict the reality of these problems. Distant problems aren’t directly experiences (rainforest devastation; mining polluted water)

One solution: Recreate the information missed by our senses with concrete vivid images.

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Photo credit: Teh Eng Koon/AFP/Getty Images

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3. Reveal Hidden Information- Or use real demonstrations: blind taste tests of

tap vs. bottled water- Words can also create images:

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• Real, quick, easy to understand feedback about something people care about

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3. Reveal Hidden Information

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3. Reveal Hidden Information

• Provide hands-on opportunities to try new behaviors

• Make experts available where bins are handed out

• Make clear which behaviors matter most; let them know that one action won’t solve all problems.

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5. Create competence

• Practice bus bike racks are located at:• Commuter Connection

US Bank Plaza 220 South 6th Street, Suite 230 Minneapolis, MN 55412612-370-3987

• Cycles For Change 712 University AvenueSt. Paul, MN 55104651-222-2080

• Freewheel Midtown Bike Center On the Midtown Greenway - between 10th Avenue and Elliot Avenue2834 10th Avenue South Minneapolis, MN 55407612-238-4447

• St. Paul Smart Trips 55 East 5th Street, Suite 202 St. Paul, MN 55101651-224-8555

• Venture North Bike Walk and Coffee 1830 Glenwood AvenueMinneapolis, MN 55405612-377-3029

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5. Create competence

Video on website

Practice bus bike racks and locations

• Fear messages increase awareness and concern but decrease action

• Positive emotions increase creative action taking and sense of “I can do it”

• Balance fear message w/ positive vision emphasizing solutions, create positive emotion. Share Spray video: http://www.youtube.com/watch?v=U31BKGEZvBs

• Make obvious the happy outcome of acting sustainable: the world we want; the life they want; show how all your POWER grant efforts tie together!

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7. Balance urgency w/ real hope

What reduction works for you?

• Set challenging but specific goals• Set up “small wins” instead of immense

problems like “let’s stop climate change!”

Example: Cut emissions by 80% by 2050. Vs.Cut emissions by 2% a year until 2050.

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7. Balance urgency w/ real hope

Other Considerations • All behavior is situational: when a situation

changes, behavior often changes – what if you are at a ball park w/ no recycling bin?

• Start with clear understanding of the barriers that your specific audience faces for doing the specific behavior you want to encourage.

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Main Points1. Make SB the social default2. Make SB personally relevant3. Make hidden information visible4. Foster mindfulness5. Create opportunities for competence6. Make change a byproduct of other events7. Balance urgency with realistic hope

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Main PointsAgain, don’t waste your time and opportunity. Take time to think and apply these tips at the front, and your project will see great effect at the end.

The best way to go fast is to go slow. --Chinese proverb

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Go Make Good Change!

Madalyn Ciocimadalyn.cioci@state.mn.us

651-757-2276

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Find the report on the MPCA website: The Psychology of Sustainable Behavior