Keep America BeautifulRe: Psychology Symposium 2011

Overview

Kelley Dennings

Goals

• Hear current research about what influences individuals to recycle

• Receive information about social marketing approaches and case studies

• Gain an understanding of approaches for diverse audiences

• Learn about influencing recycling participation

Day 1 Agenda

• The State of RecyclingJerry Powell, Resource Recycling Magazine

• From Niche to Normal Meghan Campbell, Ogilvy Earth

• Social Marketing Approaches to Making Recycling Second Nature Dr. Craig Lefebvre, Ph.D., socialShift

• Promoting Recycling BehaviorDr. P. Wesley Schultz, PhD., California State University San Marcos

Day 2 Agenda

• Incentive Based Approaches and Behavioral Responses John Thogersen, Aarhus University, Denmark

• Recycling Incentives, Participation, Attitudes and Social MarketingLisa Skumatz, SERA

• Using Social Marketing to Push Recycling to the Next Level in King County Julie Colehour, Colehour+Cohen

Jerry Powell – Resource Recycling

The State of Recycling: Where We Are and Where We Need to Be

What we know

1. Expansion of recycling collection programs will continue

2. Large hub-and-spoke single stream MRFs will be built

3. Demand will exceed supply and prices will remain above average

4. Consolidation of recycling services will continue5. Recycling in the U.S. is not yet sustainable6. We need more and better recycling participants

Meghan Campbell – OgilvyEarth

From Niche to Normal - Bridging the Gap Between Intent and Action

The massive Middle Green

 Followers

 Mainstream consumers

 Believe in living sustainably

 Do a few green actions

Half of Americans thinkgreen products are targeted to:

Reminders1. Make it normal – normal is sustainable2. Make it personal3. Create better defaults4. Eliminate the sustainability tax5. Bribe shamelessly6. Punish wisely7. Don’t stop innovating8. Lose the crunch9. Turn eco friendly into male ego friendly10. Make it tangible and easy to navigate11. Tap into hedonism over altruism

Would you rather …

Cure cancer Save the environment

U.S.

Would you rather …

Cure cancer Save the environment

China

Taking a page out of the cancer marketing playbook

Personal

Plausible

Positive

“One out of every two men and one out of every three women will be diagnosed with cancer in their lifetime.”

“We’ve cured other diseases before, why not cancer?”

Craig Lefebvre - socialShift

Social Marketing Approaches to Making Recycling Second Nature

Why we are here

What do people want?

Selection and Concentration

Benefits

People do not buy products or services, they buy benefits.We make purchases not for the products themselves, but for the problems they solve or the opportunities they offer.

Barriers and Benefits

I’m less interested in “benefit”, of the rational or emotional kind.

I’m more interested in power.

I’m interested in how your brand makes the customer a more powerful entity.

Nobody cares about your whiter-than-white laundry detergent. They care about power. The sooner you stop pretending otherwise, the easier your path through life will be.

– Hugh McLeod

What is Social Marketing? Focused on people, their wants and needs, aspirations, lifestyle,

dignity of choice

Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs

Designing behaviors that fit their reality (compatibility)

Rebalancing incentives and costs for maintaining or changing behaviors (relative advantage and risk)

Creating opportunities and access to try, practice and sustain behaviors (trialability)

Promoting these behaviors, incentives and opportunities to priority groups (communicability)

Marketing Mix

The 4 P’s of Commercial Marketing

- Product – anything needing to be recycled

- Price – time to separate material, cost of bin or collection

- Place – bins - curb, work, away from home

- Promotion – traditional marketing, new media, community based social marketing

Helping People Make Better Choices

Wes Schultz – California State University San

Marcos

Promoting Recycling Behavior: What Works

John Thogersen – Aarhus University, Denmark

Promoting Recycling: Incentive Based Approaches and Behavioral

Responses

Lisa Skumatz – SERA

Recycling Incentives, Participation, Attitudes and Social Marketing: What Do Real Numbers Tell Us?

Julie Colehour – Colehour+Cohen

Using Social Marketing to Push Recycling to the Next Level in King

County

Resources

1. Resource Recycling – http://www.resource-recycling.com/

2. OgilvyEarth report – www.ogilvyearth.com/thought-leadership/latest-research/

3. Craig Lefebvre blog – http://socialmarketing.blogs.com/

4. Community Based Social Marketing – http://www.cbsm.com/

5. Social Marketing to protect the environment – http://www.sagepub.com/books/Book235188

Thank you!Questions?

Kelley Denningskdennings@kab.org