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Creating a Culture of Sustainability Building a Base with Online Training Mike Shriberg, Ph.D. Education Director, Graham Sustainability Institute Lecturer, Program in the Environment University of Michigan mshriber@umich.edu 734-647-6227

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Key Takeaways ID and engage target audience Focus content on empowerment Use incentives and recognition Have a call to action Plan for continued engagement & feedback

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Start by bragging And hopefully drawing people in

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U-M Sustainability Goals

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Culture of Sustainability What is it? How do we measure it? How do we know if its changing? Knowledge, Awareness Behaviors, Actions Commitments Values, Dispositions Travel & Transportation Waste Reduction & Conservation Natural Environment Sustainable Food e Climate Change CLIMATE ACTION reduce GHG emissions by 25%; decrease GHG/passenger trip for UM trans. options by 30% WASTE PREVENTION reduce waste tonnage to disposal facilities by 40% HEALTHY ENVIRONMENTS protect Huron River water quality by reducing volume of chemicals used in land management by 40%; purchase 20% of U-M food from sustainable sources. COMMUNITY AWARENESS educational programs; monitoring/evaluating progress; reporting general U-M Goals 2025 U-M specific

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Sustainability Commitment High

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Behaviors, Barriers & Benefits Community-based social marketing Research Surveys Focus Groups Sustainability staff, students, & faculty Target staff & students

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CBSM: Strategies Commitments Social Norms Social Diffusion Prompts Communication Incentives Convenience More than just education!

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Convenience & Communication Easy for audience to access Correlates to university sustainability initiatives Empower audience Design content for non-experts Campus focus opportunities for engagement Engaging & Creative

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Simple Introductions

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Interactive Activities/Games

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Procedural Knowledge

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Commitments PBA Pledges Choose from list OR write-in own Public Reminders Monthly Focus Continued Asks

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Using Incentives Related to your initiative Doesnt need to be large Recognize the individuals contribution

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Track Your Progress & Interact

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Current Participation 1,660 people have made pledges 1,338 have completed the whole training 39,945 pledges have been made 19,852 pledges have been completed.

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Healthy Holidays LEED Building Tours EarthFest Volunteer Mfarmers Markets Monthly Newsletter Campus Farm & Local Dinner

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Evaluation Module Surveys Annual Surveys SCIP

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Lessons Learned Early buy-in from a variety of stakeholders Use incentives Public recognition matters Converting online to in-person requires careful planning Feedback & evaluation keep to continued success and funding Need a two-way conversation mechanism May want qualitative measurement of actions Drive users back to your online platform

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Creating a Culture of Sustainability Building a Base with Online Training Mike Shriberg, Ph.D. Education Director, Graham Sustainability Institute Lecturer, Program in the Environment University of Michigan mshriber@umich.edu 734-647-6227