ecobuild 2011 - designing for behaviour change
DESCRIPTION
Ecobuild workshop on designing for pro-environmental behaviour change. Explaining some theory, some case studies and how a rough guide to how we apply it to our work at BioRegional. This presentation works best with a presenter or use of the notes, and is not designed to be just viewed on SlideShare!TRANSCRIPT
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Designing for pro-environmentalbehaviour change
Samuel Smith, BioRegional
Ecobuild 2011
Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com
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Today
PART 1 Understanding behaviours
PART 2 Solutions and methods
PART 3 Activity
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About BioRegional Development Group
• Environmental Charity• Practical Solutions• BedZED• One Planet
Programme
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Solutions for sustainability
One Planet Companies
One Planet Communities
One Planet Regions
BioRegional Production
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UK three planet challenge
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BioRegional works with partners to demonstrate solutions for…
Products & supply chains: wood, construction materials, food, paper
Communities: new, retrofit, energy, transport, sustainable lifestyles
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90% carbon reduction - indications it can be done…
BioRegional projects and companies• BedZED eco-village (72% -100% CO2)
•Local paper loop (93% EF, 78% energy)
•Local charcoal (85% transport CO2)
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Real-life case studies
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Behaviour change
Behaviour. the response of an individual or group to its environment
Change. to make different
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Influencers of behaviour
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Structural
Is the infrastructure or technology
available?
e.g. public transport, recycling bins, renewables, low impact materials
Financial
Is it affordable?
e.g. incentives, tax breaks, loans, feed-in tariff, trading,
other costs
Social
Is the behaviour normal and acceptable?
e.g. will my neighbours accept my wind turbine? Will
my family let me be a vegetarian?
Personal
Do I want to do anything?
e.g. hassle, attitude, skills, time, competing behaviours
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The value-action gap
Values
Action
“I want to do something about the environment”
Social and personal barriers
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A lack of consistency between values and actions can make people feel uncomfortable
This is resolved by either:
1.Behaviour change2.Changing values, attitudes or beliefs3.Denial through justification or rationalisation
Values
Action
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This is resolved by either:
1.Behaviour change2.Changing values, attitudes or beliefs3.Denial through justification or rationalisation
“It’s other people’s fault” “It’s out of my hands”
“It won’t affect me”
“It’s too hard”
Values
Action
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1. Structural e.g. no public transport
3. Social e.g. no one else is doing it
4. Personal e.g. hassle, time
2. Financial e.g. don’t have money
CatalystsBarriers Solutions
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Ideas for One Planet LivingStructuralStructural FinanceFinance SocialSocial PersonalPersonal
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Sustainable Transport
5 minute living conceptat Sanoma Mountain Village
5 minutes walk
StructuralStructural
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Structural
• 3 years before the bid – 41 Accidents, 16 involving children
• 13 months since completing the scheme, 6 slight, 1 involving a child
• Traffic speed reduced
• Residents’ association still going strong
Transport: Home Zones in West SussexStructuralStructural
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One Planet Food in Sutton
FinancialFinancial
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WasteSegregated waste bins and easy
access to recycling points:60% recycling rate (local avg~ 30%)
BedZED
TransportCar clubs helping reduce car
ownershipFree electric charge points
SocialSocial
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Energy
PersonalPersonal
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Energy
PersonalPersonal
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Energy
Pay as you save
Energy
PersonalPersonal
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But beware…
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Efficiency doesn’t always guarantee carbon savings
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Efficiency doesn’t always guarantee carbon savings
Saved: £45 / year Saved: 150 kg CO2
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Efficiency doesn’t always guarantee carbon savings
Saved: £45 / year Saved: 150 kg CO2
£45 can buy
Cheap flight to turkey~ 1,000 kg CO2
7 yoga classes~ 0 kg CO2
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Avoiding rebounds
1. A holistic approach2.…. that aims for spillovers
Spillover is the idea that if you encourage people to undertake one environmentally-friendly behaviour they'll be more likely to try another.
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Applying all this theory
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Our approach
1Identify
your aims
2Know your audience
3Develop
messages
4Choose your messenger
5Engage
6Monitor & evaluate
7Exemplify
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2Know your audience
• Are there any key influencers in the audience?• What incentives will interest them?
Settlers Driven by safety, security, belongingInterested in energy security, safety, saving money
Prospectors Driven by success, self-esteemInterested in popular schemes, top tips etc
Pioneers Driven by ethics, exploration, innovationInterested in emerging technologies, being a role model
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3Develop
messages
• Be positive – sell the vision• Avoid jargon• Avoid green wash• Keep it simple• Keep it balanced and honest
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3Develop
messages
Positive messages
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3Develop
messages
Bad messages
“If everyone in the UK washed their laundry just ten degrees cooler we would need one less 250MW power station!!”
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4Choose your messenger
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5Engage
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80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted
5Engage
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80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted
5Engage
A nudge is a small thing that attracts our attention and changes our behaviour.
Minor interventions which operate unnoticed in the background. As opposed to a shove.
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5Engage
A nudge is a small thing that attracts our attention and changes our behaviour.
A minor interventions which operate unnoticed in the background. As opposed to a shove.
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6Monitor & evaluate
7Exemplify
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Questions&
Activity
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Useful sources
• One Planet Communities – Pooran Desai
• CAT - Zero Carbon 2030• Green Alliance publications• Futerra publications• COIN network• UK Gov - MINDSPACE• Defra – Engagement model• Kaizen Partnership – Engagement
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Thanks for coming
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Samuel [email protected]
Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com