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How to choose the right behaviour change tool
Liz AmptConcepts of [email protected]
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
The tools of change
Incentives
Technological change
Enforcement
Messages
Pricing
Social diffusion
Infrastructure
Feedback
Commitment
Norms
Prompts
When we - understand what makes people change and - how we can work out what makes people change- then the tools (and combinations) become clear
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Understanding is the key
• What is behaviour change?• What do we want to change?• What do we have to understand about others?• How do we bring about change?
– i.e. what tools do we use?
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
What is behaviour change?
- People in Councils- People in the community- People in the commercial sector
doing things differently
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
What is behaviour change – people in general?
- Doing things differently- Me stopping smoking- Getting the kids to be ready on time- Any change of habitual behaviour- Any transformation or modification of human
behaviour
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Behaviour change in waste?
- Stopping bin contamination- Having enough transfer stations- Getting people to understand about organic waste- Getting people to put their bins in the right place
on the right day- Making waste minimisation the norm
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
What is waste?
• Something I no longer need • When you buy too much• Things people perceive have no value (financial,
talent, knowledge)• Something left over after something utilised• Inefficient use of a needed product• For you: organic, C&D, contaminated land landfill,
liquid, hazardous, health and safetyDiffers from person to person – Council, community, commercial sector
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Creating the context we need to change behaviour
- Help people understand what ‘waste’ means in the context
- Help people change habits – simply- requires our understanding – what are their motivations- needs benefits to them – e.g. overcoming a problem- has to be easy for them – fit in with life-style, practices- requires their understanding – what is the problem, why
should I change, how can I change
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
In creating context
1. Need to define what ‘waste’ means in the context 2. We have to understand people’s motivations3. Show how it benefits them – overcoming a problem
they articulate4. Make it easy for them – fit in with life-style, practices5. Need them to understand – what is the problem, why
should I change, how can I change: communication
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
1. Help understand what ‘waste’ means
- Needs- Description of the actual target waste item/s – What?- Description of the impact it will cause if not correctly
disposed of/recycled/reused – Why?- Testing the way to describe the ‘what’ and ‘why’
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Exercise
- Think of a waste item/product that you deal with often
- Take a partner; imagine they are the person you want to change behaviour. Tell them- What it is they should not waste- Why they should not waste it
- Use their questions to redesign your descriptions in 1 sentence for ‘what’ and 1 for ‘why’.
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
2. Changing habits: requires our understanding
- What are their motivations? - Not always the expected: money, information, attitude- Often surprising
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Understanding when money does not motivate
Why money is not always a good tool- People don’t know costs (visible vs. invisible)- Cultural and social values more important – even in
‘economic’ decisions- Money is not important for everyone- Financial incentives – can be lost to ‘free riders’- They can increase non-desired behaviours- Financial incentives may not bring long term change
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Understanding when information does not motivate
Why information is not always a good tool- Assume that if you know, you will change- Brochures alone – negligible savings- Pamphlets, videos and other brochures (0-2%)- Can result in attitude rather than behaviour change- Can result in increase in undesirable behaviour- Needs to be framed in terms of losses
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Understanding when changing attitudes will motivate
Why attitude change is not always a good tool- Extensive psychological research- Programs often predicated on the belief that attitudes
cause behaviour- 89% Sydneysiders favour home energy actions- 59% take them
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Exercise
Think of a waste behaviour that frustrates you (Council, community or commercial)- Quickly write down what information you would give
that person to change their behaviour- Then make dot points on what you might find was
wrong with your information if you tested it with the target person
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
3. Changing habits: need benefits to them
Benefits = overcoming problem• Work this out by
– Your common sense plus– Asking the people who need to change– Listening …….
• Communicate to them– Using their language– Other communication tools
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
An example – reducing food waste
A conversation
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What is it about left over food and food scraps that really bothers you?
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The smell of rotten tomatoes in the rubbish
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Have you thought what you could do about it?
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Well, I always buy 2 kilos because they’re cheaper that way..... and I live by myself.
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And my brother’s told me about some worm composting
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We have a leaflet – would that help?
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When do you think you’d be able to do that?
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5 steps
1. Identify a problem2. Have you thought of a solution?
Build on it, discuss
3. Offer ‘tools’ or materials if needed4. Discuss and action plan5. Social contract
Suitable for individuals, communities, organisations
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Exercise
Role play • Group to describe Council’s waste issue• List common sense benefits to household• A person asks/listens to a resident
• Group gives ideas on how to communicate the issue
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
4. Changing habits: has to be easy for them
What makes it easy for them?• Work this out by
– Previous lessons (benefits them, fits with motivations)– Asking the people who need to change– (Some common sense)– Testing - getting them to try it/show you
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
5. Changing habits: requires their understanding
What is the problem, why should I change, how can I change? i.e. communicating the issues
• Use social norms• Speak to people’s values• Create cognitive dissonance• Build trust
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Using social norms to communicate
People more influenced by others than • saving money • the environment or • benefitting society
‘Modelling’ is more important than signage• Tabletop signs - negligible impact on composting rates• Observing others composting food waste had a significant impact
How? • Modelling our own behaviour – e.g. in Councils, authorities• Messages – ‘part of a growing trend’, ‘it’s now normal’
Why?• leads to ‘internal understanding, internal ways to do things’
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Speaking to people’s values to communicate
• Identify what your audience really cares about– Interact with them, i.e. listen to them (research)
‘What is it like to live/work/play here?’– Plus common sense
• Examples:– Sense of family – Pestering by children– Smells– Criticism of shops next door– Legislation
• http://www.youtube.com/watch?v=L1RRXhqC1gw
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OPower• Originally wanted to reduce energy use• Worked out that seeing what others do is most powerful
way to do this• Set up a business:
The global leader in cloud-based software for the utility industry
Opower combines a cloud-based platform, big data, and behavioral science to help utilities around the world reduce energy consumption and improve their relationship with their customers.
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Creating cognitive dissonance to communicate
• Need to feel some dissatisfaction with our current state in order to change (tension between what we think and do)
• How?– Tap into values– If the value is at risk there is a gap between value and
experience– You are reducing the risk, so people will want to change
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6. Changing Habits: by building trust
• Literature says important• Be credible • Show you care • Walk the talk
• Steps 1-5 already do that
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Which tools to use when?Questions to ask Action – always takes >1 day Preparation of tool
What is the behaviour I am targeting?
Describe clearly in writingAsk target audience if clear
Readjust if needed
Does my target audience understand what should be done? And why?
Ask your target audience (informally) and listenWrite notes on words they use
Use words from these conversations in any messaging
Why will your target audience want to change?
Ask your target audience what they want to change. Watch for changes that increase convenience.
Use words that reflect this – norms, prompts. Note: achieving the change is an incentive in itself
What is going to make it easy for target audience to change?
Ask, listen, watch. Find actions words/contexts that are common.
Use lessons from the action. e.g. social diffusion needs simple words
What needs to accompany top down tools like pricing, enforcement?
Ask, listen. Find out if people need information/champions etc.
Ensure that these tools are accompanied by other tools
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
The tools of change
Incentives
Technological change
Enforcement
Messages
Pricing
Social diffusion
Infrastructure
Feedback
Commitment
Norms
Prompts
When we - understand what makes people change and - how we can work out what makes people change- then the tools (and combinations) become clear
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Exercise
• In pairs• Think of a behaviour you want to change.• Ask questions on previous slide• Write dot points on how you would carry out the
actions• We will then work out tools for 1 pair as a group
WasteMinz Roundup 2014was WasteMINZ Roundup 2014
Summary
Behaviour change – doing things differentlyThe preparation for preparing tools
1. Define what ‘waste’ means in the context 2. We have to understand people’s motivations3. Show how it benefits them – overcoming a problem
they articulate4. Make it easy for them – fit in with life-style, practices5. Need them to understand – what is the problem, why
should I change, how can I change: communication
The tools become clear