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Changing behaviour: messy, complex but ultimately effective
Emma Marsh
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Can people change?
our behaviour is changing constantly
behaviour influences attitudes more often than attitudes influence behaviour
values are a whole different area…
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No. 1 Evidence, evidence, evidence…
what’s the scale of the issue?
where are people right now?
what are the barriers?
what are the triggers?
what are the motivations?
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Once we knew the issues we could identify potential causes
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
New insights in recycling…
Barrier 1: misplaced
understanding
Barrier 2: plastics
collections confusion
Barrier 3: food
collections confusion
Barrier 4: flats
People feel they are doing all they can and do think recycling is a good thing
If people are unsure they will refer to the rubbish bin – increased confidence will lead to more materials being captured
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
2007 2008 2009 2010 2011 2012 2013 2014
Benefits of a comprehensive evidence base
What is wasted and reasons
Consumer attitudes, behaviours, motivations and barriers
Products, packaging and labelling reviews and testing
Evaluation of materials, messages and impact
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 2. Saying “don’t waste food" is not effectivegenerally we’re not
rational beings
more information is generally not the answer
need to identify behaviours
reward those behaviours
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
…understand what motivates people
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
…and only then start to talk about wider motivations…
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 3. Understand the context you are in
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 4. Make it easy
simple easy steps – part of day to day life
practical solutions not theory
turn it into a habit
#DoOneThingDifferently
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 5. Don’t underestimate the power of social norms
make action visible – why should I if no one else does?
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 6. There's a difference between what we say and what we do
What shall I say??
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 7. Make use of moments of change
leaving home
going to university
having a child
first job
moving home
kids leaving home
retiring
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 8. Know your audience and keep it positive
The inclination is to shock but the effect of that would be to….
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Accusing
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Negative
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Nannying
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
No 9. Use stories ‘I will if you will’
“My mum has always cooked for me, as she loves it, but she is worried that I will live on cheese on toast when I go to University. She suggested I sign up for the free cookery classes. Little does she know I am not even sure how to make cheese on toast!”Sally (aged 18) New student in Cardiff
“My best mate gave me this great food waste tip she’s learnt the other day. She assured me it was for complete beginners So I thought I would have a go”
Sarah (age unknown) Mum to one 2 year old in Wrexham
“I hate to see so much food going to waste and want to ensure my granddaughter learns some of the skills and tips I was given growing up.”
Grandad and Grandaughter Mia (aged 11) from Bangor
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Joining up messages and solutions
– Food waste and food safety
– Food waste prevention and collections
– Food and packaging
– Food waste and healthy eating
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
Progress in reducing avoidable
household food waste
Cynhadledd Cynhadledd WRAP Cymru WRAP Cymru ConferenceConference 20142014
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