CHANGING BEHAVIOR

Tommi LaitioResearcher Demos Helsinkitommi.laitio@demos.fitwitter.com/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

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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

torstaina 24. helmikuuta 2011

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

torstaina 24. helmikuuta 2011

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

tommi.laitio@demos.fipresentation: www.slideshare.net/demoshelsinki

torstaina 24. helmikuuta 2011