want to change people's behaviour just ask (and nudge, hug, shove and smack) - joseph williams...
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Want to change people's behaviour just ask (and nudge, hug, shove and smack) - Joseph Williams (Carbon Trust) - Energy & Environment Expo, 18 June 2014TRANSCRIPT
Nudge, hug, smack, shove: A fresh approach to behaviour change
18th June 2014
Joseph Williams
Three important things
1. Pick the right behaviour2. Find out why it isn’t happening3. Choose the right way to respond
1. 2. 3.
1. Pick the right area….
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Impact of lighting
Impact of Transport
Switch off after
work
Teleconferencing
Impact External electronics
Cost/impact
Opportunity
Likely Effect
Unplug not in use
Reduce Senior management international
flights
Reduce lighting levels
Corridor lighting
1. Pick the right behaviour….
2) Why isn’t “it” happening?
You can’t change people
…….but you can change what is around them
We care about how people think: The rational exchange:
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We need to change the perceived costs/benefit to tip the balance
BUT!!.....Work on the right bit of the brain
95%Irrational/Emotional
Give People time
If you can’t, make it attractive……
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Fast SlowIrrational rational
Extracting what people REALLY think
› We need to delve into the mind› People tend to be quite guarded
with their opinions› Know the right answer
› To overcome we use› Focus groups› Surveys› Interviews› Empower (Carbon trusts online
tool)
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3)Plan
What is the best way to respond to these barriers/motivators?
Make it Easy/Simple/ClearMake it Hard/Difficult
Get people at the right time
Get the rewards right (Hug?)
Appropriate• Win £1000• Win £5• Win 50pe
School in Richmond
Rewards don’t have to cost (smack?!)
Make the first step small
Make low carbon a default
Nudge people in the right direction
Say it in the right way
2 out of every 10 cats despise whiskas
The Rules
You won’t change their mind
Think about what they want
Keep it simple
Make it easy
Hearts first minds second
They don’t have to know
Think of the decision point
Deliver the message the right
way
Click on hotspots for info
Pledge your personal
carbon reduction
Gather feedback on
barriers and motivators
Training and education
modules (with quiz)
Build Action plan
Bespoke versions
Online behaviour change…..
Behaviour change programme
