Community-Based Social Marketing

Inspiring Individuals to Act on Energy Efficiency

Wendy Reed

ENERGY STAR Campaign Director, US EPA

What is community-based social marketing (CBSM)?How and when does it work for energy efficiency programs?Does CBSM replace the need for traditional marketing or awareness-building programs?How can this model help programs gain different or better results?

From ‘knowing’ to ‘doing’

Campaigns that rely solely on giving information often have little

or no effect on behavior.

!

If they only knew what I know, then…

Les Robinson’s depiction of the

‘engineered awareness’

approach, before and after

CBSM – the questions

What if people already know plenty about the problem AND

have a good idea of what to do about it,but something else is stopping them?

What if ignorance isn’t what’s holding people back?

CBSM – the questions

What can we do, say or create to get people to take one specific action?

To keep doing it?

To carry it into related actions?

CBSM – in a nutshell

Goal: change ratio of benefits and barriers to make target behavior the enduring, preferred behavior

1. 2 challenges:Remove barriersEnhance benefits

2. Organize public into groups / segments who share common ground to streamline outreach (and get better results)

CBSM – behavior vs. preference change

Behavior change – not already doing a parallel behavior

– Wash in cold– Use less water– Conserve energy– Get a home energy audit– Seal up gaps and cracks, add insulation

Example:– Cold Water Challenge, Tide & Alliance to Save Energy– Water IQ Campaign, EnviroMedia

CBSM – behavior vs. preference change

Change preferences – easier – Changing brands – traditional marketing

is effectiveWhile you’re already shopping, look for the ENERGY STAR

– Changing public perception – traditional media relations effective

If media is willing to deliver your interests to public

Example:– ENERGY STAR Change a Light,

Change the World Campaign (Brand-building element of campaign)

Energy efficiency – behavior AND preference change

The energy efficiency community is doing both– Choose products with the ENERGY STAR, don’t stop there! – Behavior:

HVAC maintenanceProgrammable thermostat proper usagePeak energy useComputer monitor power management

Examples:– Project Porchlight, One Change– Cool Cities Campaign, Sierra Club– New York Energy Smart Communities, NYSERDA– Flex Your Power, State of California– ENERGY STAR Change a Light Campaign, EPA w/DOE

CBSM – basic steps

1. Identify barriers and benefits to an activity2. Develop strategy using behavior-change tools3. Pilot on small scale4. Implement5. Evaluate every step of the way

Douglas McKenzie Mohr’s CBSM Model

Step 1: Identify barriers and benefits to making the change

Internal barriers– Competing values, interests, habits, time– Perceptions

CFL: tried them, hated them / too expensive, etc.

External barriers– Price, availability, convenience

CFL: can’t identify quickly / no dimmables at store / have to go to DIY store to get best deal - inconvenient

Step 1: Identify barriers and benefits to making the change

Internal benefits– CFL: Don’t lose time and money buying and

changing lightsExternal benefits– Greater good

Step 2: Design a strategy using behavior change tools

Key word: “community”– Major influence on our attitudes and behavior is

not media, but our contact with others– Each CBSM tool ties into community

CBSM Tool # 1: Commitment

The direct appeal - it works– Would you be willing to wear this “I’m saving energy with

ENERGY STAR” pin today?– When do you think you’ll have that weather-stripping

installed?– Would you sign on as a resident who is taking steps to

save energy?– If we give you a free bulb, will you agree to install in high-

use area?

Tool # 1: Commitment

We need to appear consistent, so…– When agree to small request, likely to agree to 2nd

similar, but larger request:Even after much time has passedEven from different group

Agreeing to 1st request alters how see self… in an enduring way

– I’m someone who doesn’t waste energyThe more public, the better

– Written is bestOur deeds determine us as much

as we determine our deeds –George Eliot

Tool #2: Prompts

The gentle reminder – for those predisposed– Switch it off!– Wait! Is it a full load?– [Look for the] ENERGY STAR– Environmentally-friendly product

Tool #3: Norms

My opinion, my conviction, gains infinitely in strength and success,

the moment a second mind has adopted it. - Novalis

Tool #3: Norms

Social norms: everyone else is doing it – Join the more than 400,000 Americans who…– Be one of 700 leading organizations who…– Close to 70% of Americans have already changed a light, or

are planning to. Are you one of them?

Modeling: conformity is long-lasting– We’ve changed out the lights we use most and invite you to

do the same– “Hi, I’m Leonardo di Caprio and I drive a Prius…”

Tool #3: Norms

Social diffusion: spread the word…turning ripples into waves

– Forward to a friend, tell a friend, testimonials– Empower people, activate them– Motivate groups to motivate groups (CAL campaign model)

– Voice boxes: Who do we relate to? Want to emulate? Believe?

Friends, family, kids, neighbors, colleaguesMavens, connectors, salespeople (The Tipping Point)Contradictions: Oprah and online communities (blogs +)

– When Oprah talks, viewers don’t just listen, they ACTEx. Oprah held up a CFL and they flew off shelves

Tool #3: Persuasive Communication

Reel them in or lose them– Use vivid language

Most homes have gaps and cracks that are wasting energy vs.Gaps and cracks in home envelope can add up to same as having a window open all winter long (yikes!)

– Know audience - craft messages around known attitudes, beliefs, behaviors

Try it again for the first time

Tool #3: Persuasive Communication

Consider the source – “says who?”– more credible the source, the more influence

We saved enough money on energy bills to go out to dinner every week! Bill Watts, local homeowner

– more credible sources? even betterAccording to both the US EPA and DOE, if we all…X, a home energy rater for 10 years, has found X to be the most effective way to increase comfort and decrease energy costs.

Tool #3: Persuasive Communication

Frame your message– For the big picture, provide sense

of optimismWe can do this!

– For individual motivation, better to emphasize the negative

YES: If you don’t act, you loseNO: If you act, you save…(Avoid fear-inducing messages)

Courtesy of NYSERDA

Tool #4: Incentives and rewards

Even small incentives can have a dramatic impact on behavior

Tool #4: Incentives and rewards

Money:– Rebates, instant coupons for product / practice – Higher peak-time rates – Sales tax credits / holidays

– CAUTION: May undermine internal motivation by replacing intrinsic motivation with external oneMay lose them if incentive is pulled away

Tool #4: Incentives and rewards

Money on energy billsCompetitions – Communities– Companies– Schools

Public recognition– Media attention if successfully participate– Best in class…among peers

Choosing the right CBSM tool/s

Start with desired behavior, work backwards to identify tactic– vs. starting with top-line goal

Combine tools to address complex behaviorWhatever you choose, make it easy to remember how, when and what to doPosition tools close in time and space to behavior trying to influence

Step 3: Pilot

Test strategy on a small scaleEvaluate and apply lessons learnedTest again until you have it right– Applying strategy large-scale and then correcting

errors can be costly

Step 4: Implement

Kick-start your activity– Compel people from inertia to consciousness

Competition kick-offCommunity event

Give feedback and reinforce messages – Let the community AND the organizers know it’s working

and/or there’s more to doPublicize milestonesOpt-in newsletters, e-mailsOrganizer updates

Step 5: Evaluate

Each step of strategy is built on those that precede it – test along the way– Literary review, surveys, focus groups, follow-up

Metrics:– Sales increases– Decreased energy bills– Products installed– People activated The great tragedy of Science –

the slaying of a beautiful hypothesis with an ugly fact. -

T.H. Huxley

CMSM – when to use

Change behavior vs. influence preferenceInvolve and activate community/iesFoster sustainable change

If you build it…

What if they come….and in droves?– Make sure you have resources to sustain what

you create!Internal support, budget, staff, time

– Assume success!

Summary

1. Get benefits to outweigh barriers

2. Match tools to barriers you identify

3. Involve people – greatest influence on behavior is contact Use commitment, prompts, norms, incentives

4. Place tools/messages as close in time and space to action

5. Provide feedback and reinforce messages

6. Keep research-based – remain skeptical about what will work

7. Be prepared for success!

Resources

Fostering Sustainable Behavior – Douglas McKenzie-Mohr

‘Seven Doors Social Marketing Approach’– Les Robinson, Social Change Media

Enabling Eco Actions– Les Robinson & Andreas Glanznig