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Change agent perspectives on household behaviour change
 

Change agent perspectives on household behaviour change

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Presentation to Three Pillars Network Active Learning Program

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    Change agent perspectives on household behaviour change Change agent perspectives on household behaviour change Presentation Transcript

    • Chris Riedy, Active Learning Program, 4th March 2011
      Change agent perspectives on household behaviour change
      4 March 2011
      1
      From Alan Atkisson, The Isis Agreement
    • If politicians don’t lead, who will?
      • Community and business leaders acting as change agents
      • Politicians will respond when there is enough mainstream pressure, i.e. voting pressure
      Photo: AYCC
      4 March 2011
      2
    • 4 March 2011
      3
      Individual
      Behavioural
      Psychological
      • Behaviour analysis
      • Choice analysis
      • Carbon footprinting
      • Environmental psychology
      • Education for sustainability
      • Transformative learning
      • Communications theory
      Exterior
      Interior
      Cultural
      Systemic
      • Culture change
      • Social marketing
      • Team-based approaches
      • Eco Teams
      • Low Carbon Diet
      • Behavioural economics
      • Nudging and steering
      • Persuasive technology / design
      • Diffusion of innovations
      • The issue – climate change, water security etc.
      Group
    • Who did I talk to?
      28 people
      • State Government - 6
      • Local Government - 8
      • NGO - 4
      • Energy utility - 5
      • Other business - 4
      • Research – 1
      NSW, Queensland, Victoria, Western Australia, ACT
      Involved in household behaviour change initiatives
      Targeting energy use
      Ideally involved in program design
      4 March 2011
      4
    • What did I ask?
      Current practices
      • What are you doing? How are you doing it? What is your current practice?
      Reflection on practice
      • What have been the key successes? What has worked really well?
      • What are the opportunities to improve? What would you change?
      Theory of change
      • What are the most effective approaches for changing behaviour?
      • What prevents people from changing their behaviour?
      Vision
      • How would you describe your vision for the future?
      • What role does behaviour change have to play?
      4 March 2011
      5
    • Reinventing the wheel
      • Program replication
      • Communities of practice are fragmented
      4 March 2011
      6
    • Who is the audience?
      • One community, or many? To segment, or not to segment?
      • Strategic or universal approach?
      4 March 2011
      7
    • Consumer culture / GDP obsession as major barrier
      • People are bombarded with messages
      • Lack of time to engage, other demands on $$
      4 March 2011
      8
    • Desire to move up the spectrum of participation
      • Informing and consulting is not enough
      • Shifts towards involving and collaborating
      4 March 2011
      9
    • Modelling desirable behaviours
      • Sustainability is not just for hippies
      • Learn from trusted individuals
      4 March 2011
      10
    • Moving away from doom and gloom messages
      • Positive futures
      • Saving money on your energy bills
      Image: San Francisco as eco city, by Richard Register
      4 March 2011
      11
    • Make it local
      • Connect to place to overcome intangible nature of climate change
      • Create space for local communities to find and commit to their own actions
      4 March 2011
      12
    • Make it multimedia
      • Use multiple techniques to engage people
      • Use art and social media to engage in creative ways
      4 March 2011
      13
    • 4 March 2011
      14
      Individual
      Behaviours
      Personal context
      • Current behaviours
      • Carbon footprint
      • Choice points
      • Target behaviours
      • Contribution
      • Feasibility
      • Demographics
      • Knowledge and awareness
      • Attitudes, values, beliefs, frames
      • Audience segmentation – diverse strategies and media
      • Making climate change tangible
      • Positive messages – agency, empowerment
      Exterior
      Interior
      • Technological
      • Smart meters / feedback
      • Persuasive technology
      • Economic, e.g. carbon price
      • Institutional, legal, political
      • Diffusion of innovations
      • Choice architecture
      • Place / local characteristics
      • Positive alternatives
      • Cultural change – symbols, media, discourse, art, social media
      • Communication
      • Shifting social norms – challenging consumerism, modelling
      • Supportive groups, communities of practice
      • Dialogue and co-learning
      Systems context
      Cultural context
      Group
    • We’re all in this together!
      • Many change agents are working alone, isolated in their organisations
      • Inter-disciplinary teams can increase the perspectives brought to an initiative
      • Participant teams strengthen positive social norms
      4 March 2011
      15