Transcript Slide 1
How to choose the right behaviour change tool Liz Ampt Concepts of Change [email protected] The tools of change Messages Enforcement Social diffusion Incentives Infrastructure Pricing Technological change Prompts Feedback Norms Commitment 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 safety Differs 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 motivations 3. Show how it benefits them – overcoming a problem they articulate 4. Make it easy for them – fit in with life-style, practices 5. 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 WasteMinz Roundup 2014was WasteMINZ Roundup 2014 What is it about left over food and food scraps that really bothers you? WasteMinz Roundup 2014was WasteMINZ Roundup 2014 The smell of rotten tomatoes in the rubbish WasteMinz Roundup 2014was WasteMINZ Roundup 2014 Have you thought what you could do about it? WasteMinz Roundup 2014was WasteMINZ Roundup 2014 Well, I always buy 2 kilos because they’re cheaper that way..... and I live by myself. WasteMinz Roundup 2014was WasteMINZ Roundup 2014 And my brother’s told me about some worm composting WasteMinz Roundup 2014was WasteMINZ Roundup 2014 We have a leaflet – would that help? WasteMinz Roundup 2014was WasteMINZ Roundup 2014 When do you think you’d be able to do that? WasteMinz Roundup 2014was WasteMINZ Roundup 2014 5 steps 1. Identify a problem 2. Have you thought of a solution? Build on it, discuss 3. Offer ‘tools’ or materials if needed 4. Discuss and action plan 5. Social contract Suitable for individuals, communities, organisations WasteMinz Roundup 2014was WasteMINZ Roundup 2014 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 WasteMinz Roundup 2014was WasteMINZ Roundup 2014 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 WasteMinz Roundup 2014was WasteMINZ Roundup 2014 6. Changing Habits: by building trust • Literature says important • Be credible • Show you care • Walk the talk • Steps 1-5 already do that WasteMinz Roundup 2014was WasteMINZ Roundup 2014 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 writing Ask target audience if clear Readjust if needed Does my target audience understand what should be done? And why? Ask your target audience Use words from these (informally) and listen conversations in any Write notes on words they use messaging Why will your target Ask your target audience what audience want to change? they want to change. Watch for changes that increase convenience. What is going to make it easy for target audience to change? Ask, listen, watch. Find actions Use lessons from the action. words/contexts that are e.g. social diffusion needs common. simple words What needs to accompany Ask, listen. Find out if people top down tools like need information/champions pricing, enforcement? etc. WasteMinz Roundup 2014was Use words that reflect this – norms, prompts. Note: achieving the change is an incentive in itself Ensure that these tools are accompanied by other tools WasteMINZ Roundup 2014 The tools of change Messages Enforcement Social diffusion Incentives Infrastructure Pricing Technological change Prompts Feedback Norms Commitment 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 differently The preparation for preparing tools 1. Define what ‘waste’ means in the context 2. We have to understand people’s motivations 3. Show how it benefits them – overcoming a problem they articulate 4. Make it easy for them – fit in with life-style, practices 5. Need them to understand – what is the problem, why should I change, how can I change: communication The tools become clear WasteMinz Roundup 2014was WasteMINZ Roundup 2014