How do you create sustainable behaviour? Part II

How do you create sustainable behaviour?
Part II
February 2010
Oliver Payne,Founder, CEO, The Hunting Dynasty
Colwyn Elder, Partner, Director of Planning & Strategy
,

7. Ask at the right time

8. Ask with the right incentive

9. Add options

10. Take away options

11. Ask, but have a default option

12. Ask a completely different question

Part II

a. Reduced carbon food. Delivered.
Ocado - a U.K. grocery delivery service - operates a ‘green’ van that allows shoppers to take delivery at times when a van will already be in their area – saving fuel.
Nudge blog | An grocery delivery service that lets you see when its vans have plans to be in your neighborhood August 18, 2008

Scarcity effect
Social norms
Reciprocity
a. Reduced carbon food. Delivered.
Ocado - a U.K. grocery delivery service - operates a ‘green’ van that allows shoppers to take delivery at times when a van will already be in their area – saving fuel.
Nudge blog | An grocery delivery service that lets you see when its vans have plans to be in your neighborhood August 18, 2008

b. Speed limit target
What if a sign told you the most efficient speed to drive?
U.S. Department of Transportation traffic light synchronization program in Texas did exactly that
Tom Vanderbilt | TrafficFlow Manager | Nudge blog

Delays reduced by 25%
Fuel consumption reduced by 14%

Self-serving bias
Delays reduced by 25%
Fuel consumption reduced by 14%

Part II

a. Start stopping
Arkansas’ sustainability officer John Coleman is paid $57,000 a
year to make sure he saves the city at least $57,000 a year
through energy efficiency improvements.

Good idea?

Fayetteville’s energy cop | Nudgeblog

a. Start stopping
Arkansas’ sustainability officer John Coleman is paid $57,000 a
year to make sure he saves the city at least $57,000 a year
through energy efficiency improvements.

“ I would point to the perverse incentive here. As soon as Tom
reaches the $57,000 target, he should wait until the following
financial year before implementing the next energy saving
initiative.” Comment | Dave Comerford
Fayetteville’s energy cop | Nudgeblog

b. Recycling: Heavy, man
RecycleBank in the US & UK weighs the amount you recycle and turns into points
Redeem for coupons to local & national stores. (A simple incentive)
Partners include eBay, Marks & Spencer, Boris Johnson (Reciprocity)
Totals number of trees and barrels of oil conserved. (Personally meaningful feedback)
A Philadelphia Inquirer columnist’s take on nudge July 22, 2008 Chris Satullo

Results:
They pay households in over 500 cities about £20 a month for recycling
They deliver savings for local authorities in landfill tax bills
Increased recycling by up to 200% (without additional government spending)
Turned poorer communities from the worst recyclers to among the best
Over 300 million barrels of oil conserved in US (In 2006 global daily use = 85 million barrels)

Excessive temporal discounting
Social norms
Reciprocity
Results:
They pay households in over 500 cities about £20 a month for recycling
They deliver savings for local authorities in landfill tax bills
Increased recycling by up to 200% (without additional government spending)
Turned poorer communities from the worst recyclers to among the best
Over 300 million barrels of oil conserved in US (In 2006 global daily use = 85 million barrels)

Part II

9. Add options

a. Three’s a crowd
The decoy effect in action:

9. Add options
Rome (all expenses paid)
Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger


9. Add options
Paris (all expenses paid)


9. Add options
?


9. Add options
?
Rome (all expenses paid
except morning espresso)


9. Add options
“…when people cannot decide between two front-runners, they use the third candidate as a sort of measuring stick…”
Washinton Post, Shankar Vedantam
Rome (all expenses paid
except morning espresso)

9. Add options

Hybrid car (Used)
Small-engine petrol car (Used)
Hybrid car (New)

9. Add options
Framing effect
Distinction bias
Decoy effect

Hybrid car (Used)
Small-engine petrol car (Used)
Hybrid car (New)

9. Add options
b. What rubbish
Paper recycling bins are often contaminated with food waste, rendering all of the paper unrecyclable
In Singapore 100% of recycling bins were spoiled*
* Sample of 80
Singapore Straits Times, on June 15, “What rubbish,”

9. Add options
b. What rubbish
National University of Singapore
tackled this ‘Expect Error’ by adding a non-recycling bin

9. Add options
Framing effect
b. What rubbish
National University of Singapore
tackled this ‘Expect Error’ by adding a non-recycling bin

Part II

a. Hole solution
People generally discard waste while in the process of doing something else, like talking on a phone

How do you present a recycling option that deals with this behaviour?
?
Recycling bins work better when they have holes in them | nudgeblog

a. Hole solution
Use a smaller hole

a. Hole solution
34% more appropriate material than a bin with a large hole


a. Hole solution
“…recycling bins… that lacked those [small] holes were basically used as trash cans.”
Sean Duffy, Associate professor of psychology at Rutgers–Camden


Framing effect
a. Hole solution
“…recycling bins… that lacked those [small] holes were basically used as trash cans.”
Sean Duffy, Associate professor of psychology at Rutgers–Camden


Part II

Catering for a conference
A conference experimented with their default menu options: one year they offered meat as default, the next year vegetarian
Vegetarian
Meat
When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner? | Marc Gunther | climatebiz.com

83%
17%
Vegetarian = option
Meat = default

80%
20%
Vegetarian = default
Meat = option

“Omnivores contribute seven times the greenhouse gas emissions, when compared to vegans…”
Karen Ehrhardt-Martinez, conference chair, Pre American Council for an Energy Efficient Economy
80%

Framing effect
“Omnivores contribute seven times the greenhouse gas emissions, when compared to vegans…”
Karen Ehrhardt-Martinez, conference chair, Pre American Council for an Energy Efficient Economy
80%

b. Viva España(and California, Denmark,
Australia, Belgium, Chile, Portugal, Spain, France, Netherlands… )
Californian’s ‘Ready Return’ tax form has been a giant success. It’s pre-filled with last year’s data
In the pilot group:
median filing times fell by 80%
beneficiaries saved an average $30
0.3% received an error notice vs. 3.1% of other filers
won a 98% satisfaction rate

Los Angeles Times | California GOP legislators blocked 20 bills after demands were unmet | Sept 2009

Opposition to Ready Return has come from businesses. Stanford Law professor Joseph Bankman says Intuit, the California company that sells the popular TurboTax software, spent more than $1 million lobbying Republican lawmakers against the plan

“I’ve always felt anxious about preparing my own taxes but this way was extremely easy and made me feel very comfortable.”
(Quotes from actual ready return users)
“ABSOLUTELY AWESOME. THIS IS THE BEST SERVICE I HAVE EVER SEEN BY THE GOVERNMENT. THANK YOU!”

Framing effect
Temporal discounting
“I’ve always felt anxious about preparing my own taxes but this way was extremely easy and made me feel very comfortable.”
“ABSOLUTELY AWESOME. THIS IS THE BEST SERVICE I HAVE EVER SEEN BY THE GOVERNMENT. THANK YOU!”

Part II

a. Want some fun? Part I
In Sweden many people return plastic bottles and cans. Noticeably
fewer recycle glass.
How do you create the desire to recycle glass?
Funtheory.com | Bottle Bank Arcade Machine

Framing effect
a. Want some fun? Part I
In Sweden many people return plastic bottles and cans. Noticeably
fewer recycle glass.
How do you create the desire to recycle glass?
Funtheory.com | Bottle Bank Arcade Machine

a. Want some fun? Part II
Few people use stairs when there’s an escalator on offer.
How do you create the desire to use the stairs?
Funtheory.com | Piano Staircase

Piano stairs increased stair use by 66%

Temporal discounting
Framing effect
Piano stairs increased stair use by 66%

Your benefit? Part I
Do you want to take the stairs?
FREAK Shots: Nudging the Calorie Counters | Freakonomics Blog | New York Times

Do you want to take the stairs lose weight?
These stairs in the Goodnight
Hostel in Lisbon appeal to the
calorie conscious.

Do you want to take the stairs get fit?
(elevator call button crossed out)
“to harden the butt”

Framing effect
Do you want to…

Part II

Thank you
(look out for part I & III)

Part II & III – Ready to download now>
Part I & III – Ready to download now>

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How do you create sustainable behaviour? Part II

by The Hunting Dynasty on Feb 24, 2010

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