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Using Human Psychology to influence recycling and green habits (old version)
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Using Human Psychology to influence recycling and green habits (old version)

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Marcus Tay will share the NUS recycling experience where they employ the understanding of human tendancies to tackle recycling contamination - the first step of a series of improvements that results …

Marcus Tay will share the NUS recycling experience where they employ the understanding of human tendancies to tackle recycling contamination - the first step of a series of improvements that results in a increase of recycling amount from about 80 tonnes a year previously to about 120 tonnes in just 7 months. He will go on to show how to employ the same strategies to attract viewership in emails to the entire school.

This is a presentation at GreenDrinks SIngapore at Jun 10

Published in Business , Technology
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  • Talk about committee
  • People just don’t care.

Transcript

  • 1. Using Human Psychology to influence recycling and green habits
    June 2010 Marcus Tay Guan Hock
  • 2. Contents
    Part 1 : Proven to work public recycling bins techniques
    Part 2: Uncharted waters – applying human social psychology to mass emails
    Part 3: Discussion – My personal thoughts on what I want to focus on as an environmentalist
  • 3. Let’s Imagine
  • 4. IMAGINE:
    You are done with a fruit juice plastic cup:
  • 5. And you see the following recycling bins:
    What would you do?
  • 6. Did you recycle correctly?
    National Environment Agency (NEA) spokesman : throwing waste such as leftover food and drinks into the bins contaminates the recyclable materials and renders them non-recyclable.
    RECYCLING CONTAMINATION
  • 7. Did you recycle correctly?
    NEA URL on Brochure for recyclables: http://app2.nea.gov.sg/data/cmsresource/20100120281853527479.pdf
  • 8. How serious is contamination of recycling bins?
    NEA: About one-fifth of all waste deposited in recycling bins could not be recycled.
  • 9. KK Hospital Recycling bins in June 2009 – Plastic containers only
  • 10. What do you think is the solution?
    Singaporeans just don’t have the culture….
    • Look at Japan, Germany….
    • 11. Users just need to be educated …
    Straits Times Discussion Board Replies to the article:
    “Maybe a public campaign should be launched to educate the public on how to use the recyclable bins.….”
  • 12. EDUCATION!EDUCATION!!EDUCATION!!!
    BUT HOW TO EDUCATE?
  • 13. Singapore national recycling vs. contamination?
  • 14. Recycling well labelled?
    “Recycling bins are clearly labelled with the materials that can be placed in them.” Singapore Environment Coucil replyto the article
  • 15. Not really…
    Another Straits Times Discussion Board Reply:“… I for one, was surprised to read from the papers that cardboards that hold food cannot be recycled,cos now I am guilty of throwing my pizza box into the recycle bin.”
    Need to move beyond just labeling
    paper, plastic into labeling types of
    paper and plastic accepted.
  • 16. NUS Recycling Story.
    Our success and techniques
  • 17. Contamination in NUS (Before Nov 2008)
  • 18. Results in Jan/Feb 09
    Level of contamination dropped drastically. Not perfect
  • 19. Vital Behaviours in tackling recycling contamination
    At the point of throwing, help people to decide if it can be recycled
    2. Give people an option to not throw into the recycling bin if it cannot be recycled.
  • 20. VB1:Recyclable at the point of throwing ?
    Common recycling bins in Singapore only label “Paper, plastic, cans”
  • 21. Recyclable at the point of throwing ?
    Need to move beyond just labeling
    paper, plastic into labeling types of
    paper and plastic that are accepted.
  • 22. Recyclable at the point of throwing ?
    V.S
    Poster on
    Noticeboards
    Email circular
    Presentations
    during lectures
  • 23. Recyclable at the point of throwing ?
    Instructions right at the point of throwing
  • 24. Recyclable at the point of throwing ?
    Expect Error from User = Specific about what to throw
    Reference:“Nudge – Improving Decisions about Health, wealth and Happiness”
    For prompts to be effective, they need to be presented as close in time and space as possible to the targeted behaviour…
    Reference: McKenzie-Mohr, D., & Smith, W. (1999). Fostering sustainable behavior: An introduction to community-based social marketing (2nd ed.)
  • 25. Jurong Bird Park doing so as well – May 2010
  • 26. VB2: Option not throw into the recycling bin if it cannot be recycled.
    Expect less from good human behaviour
    Partner trash bins with recycling bins
  • 27. Other measures
  • 28. Engage the Housekeepers
  • 29. Education Campaigns
    Email circular
    Message of the Day (MOTD)
    Presentations during lectures
  • 30. Efforts of Oct 2008 to Feb 2009
    No complaints yet from Veolia since Aug 2009?
  • 31. Caveat
    Measures were already halfway through implementation by the time I join.
    Gave it a psychological basis or reason.
    Isolate measures to “measure” effectiveness.
    Applied psychological tendencies for future measures.
  • 32. Other lessons in bin design
    Poka Yoke(Mistake Proofing) is the way to go
  • 33. Colour scheme of Trash bins
    Green Trash Bin vsGreen Bottles Recycling Bins
    These 2 bins should not be placed side by side
  • 34. Solution: Different colour for trash bins
    Colour scheme of Trash bins – Grey Bins
    Gradually replace current green trash bins with bluish grey ones over time
  • 35. Take the human error out of recycling bins display
    • Square recycling bins
    • 36. No need to remind housekeepers to have round recycling bins all facing front
    V.S
  • 37. Black labels to make up for vertical wordings
  • 38. Proposed new bins
    Horizontal words
    ( move higher)
    Straight sides prevent turning
    Instructive description:
    “Non recyclables” vs “Others” or “Trash”
    “Empty cans, Clean Paper”
  • 39. Posters to align bins for housekeepers
  • 40. Bins Design Tips Summary
    Expect Error from users/staff
    Be specific about what can be recycled
    Make the housekeepers job easier with prompts/poka yoke
    Timing of education
    Educate at the point of recycling
    Expect less from good human behavior
    Partner trash bins with recycling bins
  • 41. Summary /Questions
    NEA is pushing for Comingled recycling in future contracts
  • 42. Summary /Questions
    More recycling bins in IKEA /malls, any data to support that the recyclables are collected?
  • 43. Section 2:
    Social psychology in mass emails
  • 44. Background
    Rights to mass email the entire school
    Measured website traffic through Google Analytics
    Measurement period: Jan to 4th May 2010
    “What you don’t measure , you can’t improve.” Jack Welch( Ex CEO of General Electric)
  • 45. Which of the following 3 has the highest traffic?
    Joint Advisory on Double – sided print for student submission - Feb 24th 2010
    IARU Fellowship/ Sustainability Navigator/ OMG campaign - March 29th 2010
    Fellowship = internship
    OMG campaign = freebies
    Sustainability Navigator = survey for environmentally concerned individuals
    I am part of NUS community, Are U? – 23rd April ( Exam Period)
  • 46.
  • 47.
  • 48.
  • 49. Which of the following 3 has the highest traffic? GUESS!
    Joint Advisory on Double – sided print for student submission - Feb 24th 2010
    IARU Fellowship/ Sustainability Navigator/ OMG campaign - March 29th 2010
    Fellowship = internship
    OMG campaign = freebies
    Sustainability Navigator = survey for environmentally concerned individuals
    I am part of NUS community, Are U? – 23rd April ( Exam Period)
  • 50. For the period of Feb 8 to May 8
  • 51.
  • 52. Page Views
    Joint Advisory on Double – sided print for student submission - 864
    IARU Fellowship/ Sustainability Navigator/ OMG campaign -1225
    Fellowship = internship - 560
    OMG campaign = freebies - 415
    Sustainability Navigator = survey for environmentally concerned individuals - 250
    I am part of NUS community, Are U? – 1068
  • 53. Almost blatant copying
  • 54. People like to do what others do
  • 55. Still pathetic numbers
    Number of people on mailing list about 50,000
    About 4000 people have unsubscribed after offering .
  • 56. Part 3 – Encouraging environmental friendly behaviour
    My personal thoughts from experience as volunteer, NGO and sadly no corporate
  • 57. They are just not educated/aware
    Point to the common people for not being educated.
    Try to convert everyone to a greenie.
    Main tool: Information campaign.
    Sometimes for further education for the converts
    Sometimes preaching to the converts.
  • 58. The world will be a boring place if everyone is greenie
    My personal way to work:
    Measure!
    Use human and social psychology to facilitate influence of human behaviours.
  • 59. Main Inspirations
  • 60. The END
    Questions?