Presentation at Greenbuild 2016. Presented by Jeni Cross and Kath Straub. Moderated by Sharon Refvem. As effective passive solutions and newer, smarter systems continue to improve building efficiency, the impact of occupant behavior on building performance has become ever more evident. What motivates people to engage in best behavior? Find out how lessons from scientific research can impact building performance. Hear from behavior experts about how to effectively engage the passive majority of building occupants to facilitate substantive, positive impacts on performance, health, and wellbeing in the built environment. A cognitive scientist and sociologist share insights into how social norms and human behavior can be leveraged for this purpose. Engaging human factors effectively requires a whole systems approach - one that addresses not just occupants, but also the organization, community, and marketplace. Although there is not a one-size-fits-all solution for facilitating positive behavior change, there are useful strategies. Early engagement with building occupants and organizational leaders is a critical first step in identifying project specific needs, constraints, and opportunities. Learn how to identify target audiences, frame messages, and implement positive measures effectively.

1. ON GOOD BEHAVIOR:
HUMAN FACTORS + BUILDING PERFORMANCE
MODERATOR: Sharon Refvem, AIA, LEED Fellow | HAWLEY PETERSON SNYDER
PRESENTER: Jeni Cross, PhD, Sociology | INSTITUTE FOR THE BUILT ENVIRONMENT
PRESENTER: Kath Straub, PhD, Brain and Cognitive Sciences | USABILITY.ORG

2. COURSE DESCRIPTION
Hear from behavior experts about how to effectively engage the
passive majority of building occupants to facilitate substantive,
positive impacts on performance, health, and wellbeing in the
built environment.
A cognitive scientist and sociologist will share insights into how
social norms and human behavior can be leveraged for this
purpose.

3. LEARNING OBJECTIVES
Attendees will be able to:
§ Explain a systems framework to understanding occupant engagement strategies
§ Identify opportunities, based on the social science process for engaging occupants,
to inform occupant engagement strategies
§ Identify and collect data that can be used in the development of behavioral
engagement campaigns
§ Describe strategies for engaging building occupants as partners in the performance
goals for
____________
Learning Level: 200 - Understanding/Comprehension

4. INTEGRATED SUSTAINABILITY
MANAGEMENT
JENI CROSS, PHD

5. “Common” Knowledge
• Knowledge
• Individual Personality
• Attitudes
Social Science
• CONTEXT
• Physical Environment
• Social
• Cultural
• Convenience
• Routine
• Peer Groups & Norms
• Social Expectations
• Messaging
WHY SOCIAL SCIENCE?

6. INTEGRATED SUSTAINABILITY MANAGEMENT

7. LEED SILVER 2005 VS. 1978 DESIGN
Photo Credit: RB+B Architects Photo Credit: Dan Bihn

8. KW USE OVER 24 HOURS
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LEED HS 2005 HS 1970s HS 1960s HS 1990s

9. DESIGN & CONSTRUCTION

10. INTEGRATED SUSTAINABILITY MANAGEMENT
• Systems Thinking
• Interactive Influence
• Context Specific

11. 18-21% reduction
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LEED HS 2005 HS 1970s HS 1960s HS 1990s
KWH/SQFT IN 4 HIGH SCHOOLS

12. De-Lamping
Minor Renovations
Environmental
Club
CHARISMATIC LEADERS & INTEGRATION
School
Accountability Team
Custodial Routines
HVAC Control

13. AFFORDABLE HOUSING

14. CHALLENGE: HEATING

15. Organizational
Sustainability
Engaging
Residents
Operations
Billing
THE ROSE, MINNEAPOLIS

16. INTEGRATED SUSTAINABILITY MANAGEMENT
• Systems Thinking
• Interactive Influence
• Context Specific

17. Photo Credit: Hawley Peterson Snyder
COMMERCIAL BUILDINGS

18. CHALLENGE: CORPORATE CULTURE
“I’m here.”
“I’m busy working.”
“I’m a good assistant.
I take care of my boss.”

19. Retrofits
Tenant Led
Green Team
CORPORATE CULTURE
Commitment,
Expectation &
Policy
Event Staff
Engineers

20. OPPORTUNITIES
ü Setting Behavioral Expectations
• Company Policy
• Communication
ü Green Teams
• Facilities, Administrators &
Occupants
ü Connecting TENANTS with
facilities & operations

21. THINK ABOUT YOUR BUILDING
• Which quadrant has the
most opportunity?
• Which quadrant do you
struggle with the most?

22. INTEGRATING SUSTAINABLE
BEHAVIORS
KATH STRAUB, PHD

23. BARRIERS TO CHANGE

24. BEHAVIORAL CHANGE STRATEGIES
• Change minds
• Change habits
• Change environments

25. BEHAVIORAL CHANGE STRATEGIES
• Change minds
• Change habits
• Change environments
• Make it personal

26. HOW DO HABITS HAPPEN?
Reinforcement
Increases behavior
Punishment
Decreases behavior
Positive
Addsomething
Positive
reinforcement
Positive
Punishment
Negative
Takesomethingaway
Negative
reinforcement
Negative
punishment

28. SET RELEVANT GOALS - SYSTEMS

29. RELEVANT GOALS - HUMANS
• Collect ’em
• Have more points
than my friends
Immediate
Measurable Outcomes
• Have more
points than my
friends
Long term
Measurable Outcomes
What
happened
to walk
more?

30. RELEVANT GOALS – MY MOM
• Grow more flowers
• Learn how to grow
more flowers faster
Immediate
Measurable Outcomes
• ?? Save gas
• Get me off her
back on this EE
thing
Long term
Measurable Outcomes

31. CREATE SMALL VISIBLE VICTORIES

32. PROVIDE DIALOGUE
??

33. UNDERSTAND THE WHOLE SYSTEM

34. UNDERSTAND THE PERSON

35. CHANGING HABITS via
SMALL, VISIBLE INCREMENTAL STEPS
• Set relevant goals
• Create small visible victories
• Provide dialogue
• Understand the whole system
• Understand the person

36. QUESTIONS?

37. MODERATOR: Sharon Refvem, AIA, LEED Fellow
srefvem@hpsarch.com | www.hpsarch.com
PRESENTER: Jeni Cross, PhD
jeni.cross@colostate.edu | www.ibe.colostate.edu
PRESENTER: Kath Straub, PhD
kath@usability.org | @kathstraub | www.usability.org
THANK YOU