Leverage points for wicked problems

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What kind of different leverage points can we identify to assist design process in tackling wicked problems of humankind? This lecture is based on results and findings from Peloton and HOAS lab projects by Demos Helsinki. Both of these processes aim at creating consumer behavior change and empowering gatekeeper professionals to improve energy efficiency and overall quality of housing. The lecture was held at Chalmers Architecture course Design Systems on February 1st 2012.

Transcript of Leverage points for wicked problems

  • 1.Wicked problems and their leverage pointsDesign Systems SPRING 2012, Chalmers ArchitectureAleksi NeuvonenDemos [email protected]

2. Structure of the day:1. Peloton gatekeepers - example of a systemic intervention2.Design systems & wicked problems3.Design systems & leverage points 3. Peloton nudges the Finnish economy towards energy eciencyPeloton is an initiative of Demos Helsinki with the support ofFinnish Innovation Fund Sitra. 4. task:design a campaign To reducecitizens energy consumption 5. Sitras energy program:Built environment + citizens = systemic change 6. Sitras energy program:Built environment + citizens = systemic change 7. Sitras energy program:Built environment + citizens = systemic change 8. Sitras energy program:Built environment + citizens = systemic change 9. Portinvartijat ELI KUINKA TEHD ENERGIANSSTST MAHDOLLISTA 10. Mist suomalaisen hiilijalanjlki koostuu?!"#$%&()%$"(%*#+,-%.$/+0-$%.%#%10--%*-)0)$%.2%%%34)0-5Asuminen %%%6+#-)/+$ Liikkuminen%%%1&RuokaKuluttaminen7-)48/9- Vapaa-aika%%%%%:(0)4+(Matkustaminen%%%%%%%%%%%%%%%%%%%%%%%%%6+#;(< # Source: Envimat www.ymprist.fi/syke/envimat 11. there is no point to influence peoplesattitude.80-90 % Finns think that climate change is a fact70-85% consider it a serious threat50-75 % ready to take actionYet, Finland #7 in per capita energy usage amongst OECD countries. Change ofattitudes has not signicantly changed behavior. Energy consumption is rising,meat consumption is rising etc.Pro-environmental actions are moreimportant than values. 12. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 13. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 14. what influences behavior?(What are the leverage points?) there, Nudge getPeer Action e to ess? Education e tim prock e MediataCoverages to -up thSocial normsseempeed Subsidiesbut Chancewe s Feed-backYes, do Convenience howLegislationReduceOeringMarketingRegulationComplexity Price Role modelPerceived Perceived actionOpportunity toPrice Convenience Test 15. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 16. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 17. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 18. what influences behavior?(What are the leverage points?) NudgePeer Action Education Media Coverage Social normsSubsidiesChanceFeed-back Convenience very? Legislationw, kno ing of delitoMarketing e timReduce Oering le seem e th RegulationComplexityeop mprovs ut p we i , b ld Price YemodelRole cou Perceived Perceived howactionOpportunity to Price ConvenienceTest 19. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 20. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 21. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 22. what influences behavior?(What are the leverage points?) NudgePeer Action Education Media CoverageSocial normsday, Chance SubsidiestheFeed-backaveConvenienceo nt sLegislationes d hero evance? or 2 e reOeringReduce 1 at l Marketing but neres, geRegulation Y toComplexityPricehowRole modelPerceived Perceived actionOpportunity toPrice Convenience Test 23. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 24. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 25. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social normsSubsidiesChanceFeed-back Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 26. what influences behavior?(What are the leverage points?)NudgePeer ActionEducation Media Coverage Social norms whom? Subsidies, by Chance WhFeed-back en Convenience LegislationReduce Oering Marketing RegulationComplexity Price Role model Perceived Perceived action Opportunity toPrice ConvenienceTest 27. conclusion:understand and influence thechoice environment consumers/citizens make their decisions in. 28. gatekeepers are key to behavior change1) Gatekeepers dene the choice environments as they transform peoples needsand desires into choices and decisions. They enable or deny access to low-energybehavior. Peers and professionals close to the consumer do this in terms ofenergy-related practices.2) Previous research has considered legislators and green businesses asgatekeepers for energy consumption. This view tends to underestimate thecomplexity of the selling/purchasing process with its subtle factors leading to adecision. Therefore only a small part of energy gatekeepers have understood thatthey have this role.(Demos Helsinki 2009: Gatekeepers changing consumers behaviour in energy consumption) 29. gatekeepers change the choice environment Testing Products and ServicesPeer ProductionCooperation withPioneersGatekeepersMore and BetterProducts andNew BehaviorServices Better Choice New Legislation Environment 30. Mist suomalaisen hiilijalanjlki koostuu? !"#$%&()%$"(%*#+,-%.$/+0-$%.%#%10--%*-)0)$%.2 %%%34)0-5 Asuminen%%%6+#-)/+$Liikkuminen %%%1& Ruoka Portin Kuluttaminen 7-)48/9-Vapaa-aika %%%%%:(0)4+( Matkustaminen %%%%%%%%%%%% %%%%%%%%%%%%%6+#;(