Change agent perspectives on household behaviour change

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Change agent perspectives on household behaviour change

  1. 1. Chris Riedy, Active Learning Program, 4th March 2011<br />Change agent perspectives on household behaviour change<br />4 March 2011<br />1<br />From Alan Atkisson, The Isis Agreement<br />
  2. 2. If politicians don’t lead, who will?<br /><ul><li>Community and business leaders acting as change agents
  3. 3. Politicians will respond when there is enough mainstream pressure, i.e. voting pressure</li></ul>Photo: AYCC<br />4 March 2011<br />2<br />
  4. 4. 4 March 2011<br />3<br />Individual<br />Behavioural<br />Psychological<br /><ul><li>Behaviour analysis
  5. 5. Choice analysis
  6. 6. Carbon footprinting
  7. 7. Environmental psychology
  8. 8. Education for sustainability
  9. 9. Transformative learning
  10. 10. Communications theory</li></ul>Exterior<br />Interior<br />Cultural<br />Systemic<br /><ul><li>Culture change
  11. 11. Social marketing
  12. 12. Team-based approaches
  13. 13. Eco Teams
  14. 14. Low Carbon Diet
  15. 15. Behavioural economics
  16. 16. Nudging and steering
  17. 17. Persuasive technology / design
  18. 18. Diffusion of innovations
  19. 19. The issue – climate change, water security etc.</li></ul>Group<br />
  20. 20. Who did I talk to?<br />28 people<br /><ul><li>State Government - 6
  21. 21. Local Government - 8
  22. 22. NGO - 4
  23. 23. Energy utility - 5
  24. 24. Other business - 4
  25. 25. Research – 1</li></ul>NSW, Queensland, Victoria, Western Australia, ACT<br />Involved in household behaviour change initiatives<br />Targeting energy use<br />Ideally involved in program design<br />4 March 2011<br />4<br />
  26. 26. What did I ask?<br />Current practices<br /><ul><li>What are you doing? How are you doing it? What is your current practice?</li></ul>Reflection on practice<br /><ul><li>What have been the key successes? What has worked really well?
  27. 27. What are the opportunities to improve? What would you change?</li></ul>Theory of change<br /><ul><li>What are the most effective approaches for changing behaviour?
  28. 28. What prevents people from changing their behaviour?</li></ul>Vision<br /><ul><li>How would you describe your vision for the future?
  29. 29. What role does behaviour change have to play?</li></ul>4 March 2011<br />5<br />
  30. 30. Reinventing the wheel<br /><ul><li>Program replication
  31. 31. Communities of practice are fragmented</li></ul>4 March 2011<br />6<br />
  32. 32. Who is the audience?<br /><ul><li>One community, or many? To segment, or not to segment?
  33. 33. Strategic or universal approach?</li></ul>4 March 2011<br />7<br />
  34. 34. Consumer culture / GDP obsession as major barrier<br /><ul><li>People are bombarded with messages
  35. 35. Lack of time to engage, other demands on $$</li></ul>4 March 2011<br />8<br />
  36. 36. Desire to move up the spectrum of participation<br /><ul><li>Informing and consulting is not enough
  37. 37. Shifts towards involving and collaborating</li></ul>4 March 2011<br />9<br />
  38. 38. Modelling desirable behaviours<br /><ul><li>Sustainability is not just for hippies
  39. 39. Learn from trusted individuals</li></ul>4 March 2011<br />10<br />
  40. 40. Moving away from doom and gloom messages<br /><ul><li>Positive futures
  41. 41. Saving money on your energy bills</li></ul>Image: San Francisco as eco city, by Richard Register<br />4 March 2011<br />11<br />
  42. 42. Make it local<br /><ul><li>Connect to place to overcome intangible nature of climate change
  43. 43. Create space for local communities to find and commit to their own actions</li></ul>4 March 2011<br />12<br />
  44. 44. Make it multimedia<br /><ul><li>Use multiple techniques to engage people
  45. 45. Use art and social media to engage in creative ways</li></ul>4 March 2011<br />13<br />
  46. 46. 4 March 2011<br />14<br />Individual<br />Behaviours<br />Personal context<br /><ul><li>Current behaviours
  47. 47. Carbon footprint
  48. 48. Choice points
  49. 49. Target behaviours
  50. 50. Contribution
  51. 51. Feasibility
  52. 52. Demographics
  53. 53. Knowledge and awareness
  54. 54. Attitudes, values, beliefs, frames
  55. 55. Audience segmentation – diverse strategies and media
  56. 56. Making climate change tangible
  57. 57. Positive messages – agency, empowerment</li></ul>Exterior<br />Interior<br /><ul><li>Technological
  58. 58. Smart meters / feedback
  59. 59. Persuasive technology
  60. 60. Economic, e.g. carbon price
  61. 61. Institutional, legal, political
  62. 62. Diffusion of innovations
  63. 63. Choice architecture
  64. 64. Place / local characteristics
  65. 65. Positive alternatives
  66. 66. Cultural change – symbols, media, discourse, art, social media
  67. 67. Communication
  68. 68. Shifting social norms – challenging consumerism, modelling
  69. 69. Supportive groups, communities of practice
  70. 70. Dialogue and co-learning</li></ul>Systems context<br />Cultural context<br />Group<br />
  71. 71. We’re all in this together!<br /><ul><li>Many change agents are working alone, isolated in their organisations
  72. 72. Inter-disciplinary teams can increase the perspectives brought to an initiative
  73. 73. Participant teams strengthen positive social norms</li></ul>4 March 2011<br />15<br />

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