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“Insanity: doing the same thing over and over again and expecting different results.”
Albert Einstein
public domain
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Fostering Behavior Change for Sustainability
Tools to Influence Action and Identity
Developed for The Earth Ethics Instituteat Miami-Dade College
by Scott [email protected]
bikes: Diane Groves hands: Richard Stylesbin: sxc.hu
© Scott Perret 2011
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Sustainability:“Enough for all, forever.”
© Scott Perret 2011
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With what programs are you involved?
© Scott Perret 2011
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What results are you going for?
B E / O
© Scott Perret 2011
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What are your strategies?
I S
© Scott Perret 2011
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Why behavior change?
© Scott Perret 2011
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One good reason: climate change• We have a 3 to 15 year window to slow climate change. 1
• 80% of the CO2 released from human activity in the US is the result of people’s behaviors. 2
• 15% of US CO2 emissions (1 bil metric tons) could be cut through simple behavior changes like not idling our cars.3
• We can move behavior more quickly & cheaply than the other wedges. It’s the “low-hanging fruit.”
1 & 2: (McKenzie-Mohr, 11/14/10) 3: Time, Bryan Walsh, 3/17/10
© Scott Perret 2011
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Sustainability = changing behaviorand identity.
The creation of sustainable societies will require shifts in what we do and how we do it (behavior)…
sxc.hu
© Scott Perret 2011
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…as well as how we think of ourselves (identity).
© Scott Perret 2011
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Information Campaigns: the standard strategy
© Scott Perret 2011
Earth Ethics Institute
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Everyone does info campaigns because…
© Scott Perret 2011
sxc.hu
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…they’re easier.• It’s what everyone does. There is tremendous power
in the status quo.
• “Wouldn’t it be cool if we...?”
• We get to base programs on our assumptions, which means less homework & less friction.
• Info campaigns are often easier & faster to roll out.
• They seem cheaper (until you measure cost per result).
© Scott Perret 2011
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We also do info campaigns because we think they should work.
• Economic Self Interest says humans are reasonable and will act in their own self-interests.
• The Attitude-Behavior Approach says educating people will foster attitudes that are supportive of a desired behavior, and these attitudes will in turn foster the behavior itself.
public domain
© Scott Perret 2011
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But they don’t work.
• Example:
Disaster Response
Economic Self-Interest doesn’t reliably predict or determine behavior.
sxc.hu
© Scott Perret 2011
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Attitudes don’t reliably predict or determine behavior, either.
• Example:Litter Study
sxc.hu
© Scott Perret 2011
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That means education alonedoesn’t work.
Giving information may change attitudes, but it rarely changes behavior. public domain © Scott Perret 2011
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Scott Perret
Result of Information Campaigns: w
asted time, energy and resources
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© Scott Perret 2011
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Note:Attitudes are a prerequisite for behavior change, but they rarely determine it.
© Scott Perret 2011
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But, wait!What about traditional advertising?
ooh la
la!
Nissan Leaf
© Scott Perret 2011
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What are they asking us to do?
vs
sxc.huChevrolet VoltNissan Leaf
© Scott Perret 2011
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Summary: why info campaigns don’t work
Traditional information and advertising campaigns don’t produce behavior change because they underestimate the complexity of human behavior.
Many factors influence each of our behavior choices. Our attitudes, knowledge and economic self-interest are only a few, and often among the weakest.
© Scott Perret 2011
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There are several keys to changing behavior
Careful Study and Planning +
A “Key Ring” of Influence Tools
sxc.hu
© Scott Perret 2011
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Two birds with one stone:Changing behavior can change identity.
Self-Perception TheoryArgues people’s self-perceptions are partly created by looking at their actions and “working backwards” to see what those actions say about them.
If we can provide opportunities for people to engage in sustainable behaviors conveniently, the very act of engaging in those behaviors can shape their attitudes.
© Scott Perret 2011
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Approaches to Behavior Change
• Community-Based Social Marketing
• Influence Tools from the social sciences
• The Social Cure: peer pressure for positive outcomes (clubs, movements, community)
© Scott Perret 2011
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Why are these approaches more effective?
They take into account the complexity and social nature of human behavior.
Agnes Eperjesy © Scott Perret 2011
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Psychology meets Social MarketingWe are most likely to respond to direct communications from people we know, or at least people we perceive to be like ourselves, from our own community.
It’s about peer groups and social norms.
The #1 predictor of changed behavior is having a friend who already “did that.”
Scott Perret
© Scott Perret 2011
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Community-Based Social Marketing
developed by Doug McKenzie-MohrEnvironmental Psychologist
© Scott Perret 2011
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The 5 Steps of Community-Based Social Marketing1. Select behavior(s) to target
2. Identify barriers and benefits
3. Develop your strategy
4. Pilot your strategy
5. Implement broadly & evaluate results
© Scott Perret 2011
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Never Assume; Do The Homework
We must resist the temptation to believe we already know the answers. We mustn’t blow our precious resources just because it seemed like a cool idea, or we assumed we knew what would work.
“Don’t let us forget that the causes of human actions are usually immeasurably more complex than our subsequent explanations of them.”
--Dostoevsky
sxc.hu
© Scott Perret 2011
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Pre-Step 1: Select your issue(s)
• Water• Air• Food• Energy• Waste Streams• Climate Change• Use of Plastics• Community Building• Etc…
sxc.hu
© Scott Perret 2011
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Select the right behavior to target• Which sector can give us the impactful
results we want?
• What are the biggest chunks within that sector?
• What behaviors would have the greatest impact on those chunks?
– Analyze these to identify the best ones to target
• What is the probability we can get these behaviors adopted?
sxc.hu
32© Scott Perret 2011
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Who are you trying to reach?
Know your target market• Who needs to engage in the behavior
you want to encourage in order for you to get your desired results and level of impact?
• Who is engaging in the behavior you want to discourage?
• Different communities/groups often perceive different barriers & benefits for the same behavior.
sxc.hu
© Scott Perret 2011
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Barriers & Benefits: a golden key
• Identify barriers & benefits for both the behavior you want to encourage, and for the behavior you want to discourage, or replace.
• Most barriers hide at the level of the activities that make up a behavior.
• Do the homework; don’t guess.sxc.hu
© Scott Perret 2011
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Develop your strategy
(Perceived) Barriers
(Perceived) Benefits
Behavior to Encourage
Behavior to Discourage
How: Select influence tools for your strategy based on your target audience’s perceived barriers and benefits.
© Scott Perret 2011
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Pilot your strategy
• See if it works! Sample group can be small (at least 12-15 people).
• If you’re not getting the results you want, ask why, tweak the strategy, then pilot again.
sxc.hu
© Scott Perret 2011
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Scott Perret
Implement, then evaluate results
See McKenzie-Mohr for:• What you might measure
• When you might measure
sxc.hu
37© Scott Perret 2011
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A Key Ring of Influence Tools
compiled from the work of Robert Cialdini
& Doug McKenzie-Mohr
sxc.hu
© Scott Perret 2011
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A key for every lockRobert Cialdini’sWeapons of Influence
1. Social Proof2. Commitment3. Consistency4. Authority5. Reciprocity6. Liking7. Scarcity & Fear of Loss
Doug McKenzie-Mohr’sCBSM Behavior Change Tools
1. Social Norms2. Commitment3. Social Diffusion4. Prompts5. Effective Communication6. Incentives7. Convenience
© Scott Perret 2011
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Case Study:Car Idling in Canada
From the work of Doug McKenzie-Mohr
Andy Greenhouse
© Scott Perret 2011
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© Natural Resources Canada
© Scott Perret 2011
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Combining influence tools for powerful results
• Personal contact by community member• Authority• Knowing the target audience• Social proof• Prompts• Commitment– Made public & enduring, where possible
• Information/education + Reciprocity• Created toolkit for use by others
© Scott Perret 2011
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The Social CurePeer Pressure for Positive Outcomes
compiled from the work ofTina Rosenberg
and David Gershon
Sava Marinkovic
© Scott Perret 2011
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Quotes from Join the Club• “These campaigns…accomplish what countless efforts
throughout the centuries have failed to do: persuade people to take action that is crucial to their long-term well-being but appears unpleasant, dangerous or psychologically difficult today.”
• “What all these marketing strategies …have in common is that they sell the idea that buying the product will make the customer more respected and embraced by his or her peer group. If you want people to rally to the cause, it has to be about them, not the cause.”
What’s in it for them?
© Scott Perret 2011
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David Gershon’s Eco-Teams“These programs change personal behavior through social pressure. They offer people a new and desirable club to join—a peer group so strong and persuasive that the individual adopts a new identity.”
-Tina Rosenberg
• Eco-Team leaders identified by community organizers
• Team leaders recruit their neighbors for block group
1. Help conserve resources for the sake of our children
2. Get to know each other better as neighbors
3. Make our neighborhood a healthier, safer place to live
© Scott Perret 2011
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Gershon’s numbers• “These households on average reduced their annual solid
waste by 40 percent, water use by 32 percent, energy use by 17 percent, vehicle miles traveled by 8 percent, CO2 emissions by 15 percent, and achieved financial savings of $255.”
• Model applied to water conservation : Participating households averaged 10 water stewardship actions each and achieved water usage savings of 44 percent, or 20,000 gallons per year per participant.
© Scott Perret 2011
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Narrative describing David Gershon’s eco-teams/sustainable lifestyles program, can be found here (4-part blog):
http://www.sustainablecitynetwork.com/blogs/david_gershon/
© Scott Perret 2011
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Parting Shots
Christopher Mazzoli
© Scott Perret 2011
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• Behavior change is doable & important, though its complexity requires more process than we might be used to.
• It wouldn’t seem overwhelming, or like “more work” if we’d been doing it this way all along.
© Scott Perret 2011
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Scott Perret
Bibliography• Fostering Sustainable Behavior: An
Introduction to Community-Based Social Marketing, by Doug McKenzie-Mohr (www.cbsm.com)
• Influence: The Psychology of Persuasion, by Robert Cialdini
• Join The Club: How Peer Pressure Can Transform the World, by Tina Rosenberg
Amazon.com
50© Scott Perret 2011
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www.NotUtopia.com
Look in the Book Bucketunder Behavior Change
sxc.
hu
51© Scott Perret 2011