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This is a conference presentation I did on behavioural change for the Massey University Sustainability Conference. Worked on the conference paper and presented with Joanne Tunna. Looks at how we drive positive behavioural change, including the common mistakes, cognitive dissonance etc.
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Sustainability
Driving Behavioural Change: is it as easy as we believe?
Michael FieldMichael Field & Joanne Tunna& Joanne Tunna
Research contextResearch context Address the (in)effectiveness of sustainability-
related behavioural change campaigns Identify what we’re trying to achieve through
these campaigns Seek expert advice to identify the ‘Golden
Rules’ Look at where the rules have been broken, and
provide pragmatic advice for future campaigns Identify further research requirements…
Defining sustainabilityDefining sustainability Very complex and contentious area Many definitions, sometimes
contradictory Vague and contested nature often
becomes a justification for inaction
So, what do ‘we’ mean by it…
Our definition for the paperOur definition for the paper Living within the carrying capacity of the planet Humans are now using the equivalent of 1.25
planets’ worth of resources
Source: The Worldwatch Institute: Vital Signs 2009 – The Trends That Are Shaping Our Future
The Natural Step (TNS)The Natural Step (TNS)4 Systems Conditions4 Systems Conditions
In a sustainable society, nature is not subject to systematic increases in the:
1. concentrations of substances extracted from the earth's crust
2. concentrations of substances produced by society
3. degradation by physical means
4. And people are not subject to conditions that undermine their capacity to meet their needs
Source: http://www.naturalstep.org/the-system-conditions
MAKE
BREAK
TAKE
CAKE
What are we hoping to achieve?What are we hoping to achieve? To trigger positive behavioural change to
either: Positively contribute to the wellbeing of
natural systems, or at least… Reduce negative impacts on natural
systems
So how do we trigger behavioural change?
Identifying the ‘Golden Rules’Identifying the ‘Golden Rules’Interviews (with great thanks) held with: Jill Dryden & Melanie McKay
Graham Bethune
Louise Cunningham
Nick Baylis & Jacqueline Smart
Market segmentationMarket segmentation
Mass communication and marketing do not work!
Corporates don’t do it, so why do we?
What works for one segment, will not work for another
Can even have negative effects
Need to understand the audience…
Human engagementHuman engagement We’re not all the same
Some of us have the drive and energy for change
Some of us don’t Any market segment will be made up of
people at different points in a spectrum Important to understand which types of
people in a market segment we most want to talk to…
Ranges of human engagementRanges of human engagement
Cognitive Dissonance TheoryCognitive Dissonance Theory
Beliefs or values must equal behaviour If they don’t, this causes stress 4 options of what can be done:
1. reduce the importance of the conflicting belief;
2. acquire new beliefs that more closely match the behaviour;
3. remove the conflicting belief, or;4. remove the conflicting behaviour…
Our assumptionsOur assumptions
Unfortunately, we’ve assumed people will change their behaviour
It’s actually far easier and far more likely that they’ll change their beliefs
In the case of sustainability, this would be for the worse
Tailoring messagesTailoring messages Once the audience has been identified,
research: Who do they listen to and trust? Who do they identify with (for spokespeople)? Where do they get their news? What TV do they watch and what do they
read? What ‘flicks their switch’?
Design the campaign specifically for them Avoid exposing other market segments
(minimise negative impact)…
Information and educationInformation and education
Vital components of any campaign but insufficient as behavioural change agents on their own
Remember to include both ‘what’ and ‘how’
Identify a compelling reason for them to actually go away and do it…
Case study ACase study AEnergy Efficiency & Conservation Authority (EECA)Energy Efficiency & Conservation Authority (EECA)
Ongoing campaign with the goal of reducing energy demand per capita in NZ
Focus on education and awareness raising ‘What’ and ‘how’ information Awareness and knowledge alone do not lead to
behavioural change No market segmentation
Generic messaging No compelling reason to engage
The uptake of home insulation has increased, but so has energy demand per capita…
Case study BCase study BGreenpeace NZ: ‘Sign On’ campaignGreenpeace NZ: ‘Sign On’ campaign
Overall aim to influence climate change policy through number of signatures on a petition
130,000 New Zealanders have signed the petition The campaign clearly tells you what to do – sign the
petition No actual behaviour change mentioned Missed opportunity to trigger actions or stimulate long-
term behavioural change Promotional support of sixteen NZ celebrities, but
All mass marketed at once One celeb you’ll engage with, but..
Fifteen you won’t Increases the risk of negative reception…
ConclusionsConclusions Market segmentation
allows identification of best segment to target
Tailoring messages significantly raises the chances of success and minimises
potential negative impact
The importance of ‘how to’ messaging Ongoing rather than one-off behaviours
deliver far greater outcomes and lead to far broader changes in social acceptance of sustainable behaviours
Create a ‘compelling’ reason for behavioural change Don’t forget the ‘human’ factor - Cognitive
Dissonance Potential to trigger negative belief system change…
Recommendations for future researchRecommendations for future research How monetary drivers engage and encourage
positive behaviour Ensuring messages are common and free of
contradictions Different approaches required for one-off and
ongoing behavioural change The role legislation can play in widespread
behavioural change campaigns The importance of having in-house ‘champions’
for ongoing behavioural change…
