persuasion techniques for residential recycling€¦ · much like a magazine, we create unique...
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Persuasion Techniques for Residential
Recycling
MORA 2015
Drop Screenshot here
Recyclebank
We Engage, Educate and Reward Behavior
Waste by the Numbers
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PURCHASE
USE DISPOSE
8% Percentage of
Americans who say they recycle
everything they can:
16% Of recycled materials are contaminated
68% Of North Americans do not consider packaging when purchasing
*
*Based on WM published average contamination rate in 2014 sustainability report.
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Lowest attitudes & behaviors
Moderate to high attitude & behavior
Moderate attitude & behavior
Behavior increasing
Highest attitudes & behaviors
Unmoved by environmental issues & alarm
Not highly concerned but still taking small steps
Aware, concerned, taking steps
Raising awareness around
environmental issues
Environment is passionate
concern
28% 19% 25% 15% 13%
Source: BBMG Conscious Consumer Report: Redefining Value in a New Economy (2009), Yankelovich
Fogg Behavior Change Model
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Ability Motivation Trigger
Working in Tandem
Source: BJ Fogg.com
B= MAT
Violations/Rewards
Recycling Education
PAYT
Carts/Single Stream
Terracycle Bags
Recycling Guides (on Carts/Apps)
Virtual Calendars
Weekly vs Biweekly
Bathroom Receptacle
Ability
Education
& Access
The Model In Action - Ability
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Simplify
Train
Train Simplify
Motivation
Incentives & Recognition
The Model In Action - Motivation
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Sensation & Belonging
Anticipation
A “Good Job” ticket/reward
Contests(sweepstakes)
Point Deposits
Badges
Individual & Community Impact
Tracking
Challenges & Competitions
Social Sharing
Public Recognition
Retail-Window Signs
Motivation
Anticipation: hope/fear
Sensation: pleasure/pain
Belonging: accept/reject
Triggers DO IT NOW!
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Prompts
Requests
Cues
Offers
Calls to Action
Signal
Triggers
Notifications & Reminders
See/Hear Truck
Notifications
SMS Reminders
Neighbor’s Cart
Limited Time Offer
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Making Content Relevant Much like a magazine, we create unique monthly content that relates “lighter green” lifestyle and seasonally-relevant content to “darker green” themes. We publish two related collections of content each month, one “light green” and one “dark green.”
ABILITY
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Educational Content Provide a library of educational collections and associated promotional assets related to waste.
ABILITY
Slideshows
Eco-library
Quizzes
Articles
Infographics
MANY WAYS TO MOTIVATE & RECOGNIZE Your customers are individuals that are motivated by different things. With multiple ways to incentivize and
recognize them, we meet members need for options for positive motivation.
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Points For
Recycling
Points For
Education Challenges Tracking Impact
Badges
Product
Discounts Socialization Rewards
Incentives & Recognition Enabling individuals to reward themselves for the actions they are taking is a key component of Recyclebank’s
behavior change and awareness programs
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Points For
Learning/Actions
County/City
Hauler Sponsored Badges
Tracking Impact of Actions
Grocer Rewards
Product
Discounts Socialization
National/Local*/
Gift Cards
County Funded
Donations
MOTIVATION
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Real-Time Recycling Help Creating a sense of urgency around waste behavior with real-time information
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TRIGGER
Announcement E-mail
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TRIGGER
Earn and Spend Points (Email)
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TRIGGER
Person to Person
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TRIGGER
