Climate change and the potential to inspire behaviour change

Dr Penny Fidler

ASDC VisionA society where people are intrigued, inspired and

involved with the sciences

ASDC Mission

To bring together the ASDC membership to play a strategic role in the nation’s

engagement with science

Carbon emissions and climate science

2005

Believe that climate change is happening

91% (4% did not)

Believe there are risks to people in Britain

77%

Believe there are benefits to people in Britain

13%

Are concerned about climate change

82%

Public perceptions of climate change and energy futures in Britain in 2005

2005 2010

Believe that climate change is happening

91% (4% did not) 78% (15% did not)

Believe there are risks to people in Britain

77% 66%

Believe there are benefits to people in Britain

13% 18%

Are concerned about climate change

82% 71%

Public perceptions of climate change and energy futures in Britain in 2010

Spence et al 2010 (School of Psychology, Cardiff University)

1,822 peopleInterviewed Jan- Mar 2010

Reasons for 2010 decline in ‘belief’ that climate change is man-made

Potential causes (unproven!)

• Media coverage of emails from climate scientists from University of East Anglia in early 2010

• Stalled Copenhagen talks

• It is now in the realm of politicians not only scientists?

• Cognitive Dissonance (modifying beliefs around uncomfortable truths to avoid changing behaviour) / Learned helplessness

• Fatigue / boredom over climate change causing a cognitive switch off (as with HIV adverts in late 1980s)

Mainly or entirely a man-made phenomena

31%

A product of both human and natural activities

47%

Mainly or entirely a product of natural activities

18%

Who or what causes climate change?Spence et al 2010 (School of Psychology, Cardiff University)

% Believe climate change is:

40 % feel seriousness is exaggerated

However, we are not alone…others have looked at how to inspire

people to change their behaviour Psychologists, social scientists, economists, public health researches, prison workers and many others have been studying the motivators for behaviour change for many

years

Pensions

Do you want to retire with adequate savings: YesDo you want to set up a pension plan now: No

‘Save more tomorrow’ pension planEmployees given option in advance of a pay rise, to

put any future pay rises into a pension plan. They can opt out any time.

Pension contributions increased (on average) from 3.5% to 13.6% with 80% of staff staying in for 4 pay rises

(POST 328)

The Psychology of Delaying Gratification

People’s preferences are not consistent in time(Time inconsistencies and present bias)

Would you prefer…• £100 in 18 month or £50 in 12 months?• £50 today or £100 in 6 months?

Immediate rewards are perceived to be more valuable (health, obesity, pensions, smoking)

An individual’s climate change actions currently haveno immediate visible reward

Creating behaviour change by changing social norms…shame

The Drink driving campaign

Is this similarly shameful?

“I have a dream …”

“plastic bags …”

Science Museum’sExploring Climate Science

Gallery

W5, Belfast

W5 feedback for staff: Energy and carbon

How have W5 reduced energy consumption

• Monitoring all usage• Feedback to staff• Commitment from CEO and senior managers

• Changing light fittings • Changing working practice eg exhibition lights off

until 15 minutes before opening and turned off as soon as the last visitor leaves

• Changed office practice in relation to lights, computers etc

• Water usage was reduced radically in 2005 by changing how all water exhibits operated

• Recycling plant recovers ‘in excess of 90%’ for recycling

Experts in...

• Inspiring people• Involving people• Getting people talking

Thank you

Dr Penny Fidler

www.sciencecentres.org.uk