changing behavior demos aalto
DESCRIPTION
Tommi Laitio´s lecture at Aalto University´s Architecture Department as part of the Creative Sustainability course 24.2.2011. Subject: Changing BehaviorTRANSCRIPT
CHANGING BEHAVIOR
Tommi LaitioResearcher Demos [email protected]/tommilaitioAalto University 24 February 2011
torstaina 24. helmikuuta 2011
torstaina 24. helmikuuta 2011
torstaina 24. helmikuuta 2011
Demands &Guilt
Obligations &No tools
Anxiety&
Anger
torstaina 24. helmikuuta 2011
BUILT ENVIRONMENT:40 % TOTAL ENERGY USE40 % OF CO2 EMISSIONS
torstaina 24. helmikuuta 2011
‹#›
Mistä suomalaisen hiilijalanjälki koostuu?
Lähde: Envimat -projekti www.ympäristö.fi/syke/envimat
Asuminen
Liikkuminen
Ruoka
Kuluttaminen
Vapaa-aika
Matkustaminen
WhatdoesthecarbonfootprintofaFinnconsistof?
Housing
Transport
Food
Consump9on
Leisure
Travel
torstaina 24. helmikuuta 2011
LIFESTYLE CHANGE REQUIRES UNDERSTANDING OF PEOPLE.
torstaina 24. helmikuuta 2011
80–90 % WORRIED ABOUT CLIMATE CHANGE.
MORE THAN 50 % ACTED ON IT.
SO WHY NO CHANGE?torstaina 24. helmikuuta 2011
Values alone do not lead to change.
Flickr/MAJH12
torstaina 24. helmikuuta 2011
NEW LEADERSHIPA gatekeeper is defined as someone who controls access to something.
torstaina 24. helmikuuta 2011
HousingTransport Work
Leisure Food
Consumption
Decision Tree for Energy Consumption
Use of apartment
Choosing anapartment
No car
Size LocationElectricity
Heating
ConsumptionForm
Use of space
Not building
BuildingNot building
Use Purchase
On/Off Use Reuse
Car
Children
Hobbies
CommutingLocation Daily
Venues
Electricity Waste
Personalexample
Innovations
Holidays
Summer house Trips
Electricity BuildingTransport
Cooking IngredientsPurchase
Availability
Prefererence/Diet
Restaurant
Self
Storage
Work communities
Lunch cafeterias Lunch cafeteriasCustomer service people
Lifestyle media
Builders
Day-2-day Architects
torstaina 24. helmikuuta 2011
SO WHAT WORKS?
torstaina 24. helmikuuta 2011
CASE: Saving Energy
at home
torstaina 24. helmikuuta 2011
American psychology association (2010) Psychology & Global Climate Change,
Addressing a multifaceted phenomenon and set of challenges .
Nolan, J.M., Schultz, P.W., Cialdini, R.B., Goldstein,
N.J., & Vladas Griskevicius (2008). Normative social
influence is underdetected. Personality and Social
Psychology Bulletin 34, 913-923.
torstaina 24. helmikuuta 2011
Targeting residential areas.
torstaina 24. helmikuuta 2011
No change.torstaina 24. helmikuuta 2011
Minor change.torstaina 24. helmikuuta 2011
Significant change.
torstaina 24. helmikuuta 2011
Lesson 1:Show what others doing.
Flickr/coconinoco
torstaina 24. helmikuuta 2011
235
LÄHDE MUKAAN VEDONLYÖNTIIN JA PUDOTA PÄÄSTÖJÄSI !""" KG!* SYÖMÄLLÄ # PÄIVÄNÄ VIIKOSSA KASVISRUOKAA JA SÄÄSTÄN !"# CO! KG VUODESSA. KASAA PANOKSESI LEHDEN SIVUILTA, NARINKKATORILLA $!.%$".$&. KLO $&%$' TAI WWW.ILMASTOINFO.FI/TONNIVETOA JA OSALLISTU ARVONTAAN! *Suomalaisen keskimääräiset ilmastopäästöt: 13 000 kg hiilidioksidia vuodessa.
torstaina 24. helmikuuta 2011
Lesson 2:Link to other values.
torstaina 24. helmikuuta 2011
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torstaina 24. helmikuuta 2011
Lesson 3:Understandable information
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Lesson 4:Study and Remove obstacles.
torstaina 24. helmikuuta 2011
Lesson 5:Talk about the things happening,
not about the goals.torstaina 24. helmikuuta 2011
Think about towels.
torstaina 24. helmikuuta 2011
Suurin osa muista vieraistamme käyttää uudelleen pyyhkeensä26%
10 - 20 %
”save energy and reuse the towel”
stress values
torstaina 24. helmikuuta 2011
Suurin osa muista vieraistamme käyttää uudelleen pyyhkeensä26%
alle 10 % 24 %
”most of our guests use their towels several times”
Goldstein, N.J., Cialdini, R. & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels
tell what is normal
torstaina 24. helmikuuta 2011
Suurin osa muista vieraistamme käyttää uudelleen pyyhkeensä26%
alle 10 % 24 % 33 %
”Most people in this room reuse their
towels.”
Goldstein, N.J., Cialdini, R. & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels
tell what others like you do
torstaina 24. helmikuuta 2011
Suurin osa muista vieraistamme käyttää uudelleen pyyhkeensä26%
-10 % 24 % 33 % +70 %
make your goal the norm
Image Source: Alan Levine Flicrk
torstaina 24. helmikuuta 2011
European train company switched “seat reservation” into default. It costs 2 euros.
Before 9 %Now 47 %
Lähde: http://hbr.org/2008/12/nudge-your-customers-toward-better-choices/ar/1
Lesson 6:Make good things default.
torstaina 24. helmikuuta 2011
On totally new issues just easy is
not enough.
torstaina 24. helmikuuta 2011
Choice architecture:Help choose
better.
torstaina 24. helmikuuta 2011
torstaina 24. helmikuuta 2011
California/Engage360: Smart Energy Living
for 80% citizens
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Easieraccess
Peer example
Free Will
torstaina 24. helmikuuta 2011
torstaina 24. helmikuuta 2011
Happier Low-Carbon Society
Sustainable infrastructure,public investment in innovation,
new legislation
The Mess We´re In
participation, skills, easier access,social problem-solving, changes in lifestyles
political support
torstaina 24. helmikuuta 2011
Share What Others Are Doing.
Link to Other Values.
Communicate about Consumption ASAP. Indicate The Price of Consumption.
Study and Remove Obstacles.
Show Things Happening.
Make The Better Option The Default Option.
Make Choosing Right Easier.
torstaina 24. helmikuuta 2011
[email protected]: www.slideshare.net/demoshelsinki
torstaina 24. helmikuuta 2011