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3 ways to influence your event audience

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In a 2010 article The Guardian asked whether litter-free festivals would be just around the corner. After all, there were reusable cups and recyclable tents. Six years on and we’re still hoping that litter-free festivals are around the corner. It feels like we are at the Silverstone circuit. There’s always another corner.

But you can influence your event audience. Find out how!

For more information about sustainable event management visit my website www.eventtutor.com.

Published in: Environment
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3 ways to influence your event audience

  1. 1. 3 ways to influence your audience by Jarno Stegeman The Event Tutor www.eventtutor.com
  2. 2. During a busy Bank Holiday weekend in Brighton, with several events taking place at the same time, litter surfaced in the streets almost immediately. That made me think. Why do people litter? And when an event site is clean, who is the first person to litter?
  3. 3. in the UK councils spend close to £1 billion a year to tackle littering 30 million tons of litter are collected each year 86% of people think that littering is disgusting
  4. 4. 5,000 abandoned tents 6,500 sleeping bags 54 tonnes of cans and plastic bottles and that’s just 1 festival
  5. 5. Encouraging Sustainable Behaviour is a report written by Lindenberg and Steg. It’s about social norms and the so-called goal framing theory. Social norms, they write, have in common that we take them seriously. We disapprove of someone if they leave the social norm. There is also some kind of feeling that we have to live up to the norm.
  6. 6. As long as everyone lives up to the social norm we’re all good. That is where the problem about littering comes in. Not everyone is living up to that social norm. Norms work under social pressure but at the end self-interest always wins. So if 90% of your audience act according to the norm, it means only 10% of your crowd litters.
  7. 7. but that 10% can have a huge impact
  8. 8. So why do people litter? This is where the goal framing theory comes in. How we make our goals is based on our perception, thinking-process, and decision-making. When you are hungry or drunk, your goals change (hedonic goals). When you are with friends your goals change (normative goals). Or you make choices based on what will benefit you most (gain goal). Under different circumstances, you make different decisions.
  9. 9. How clean is your event site? Now, think of your event site. Is it a clean site? How often do you empty the bins? How clean is your toilet area or your food court? How much respect do you show for your own event site?
  10. 10. How to influence your audience? You need an audience that has a pro- environmental attitude Demonstrate your support of pro- environmental norms Self-regulation
  11. 11. People with a pro- environmental attitude need to work hard as the decisions they make go against their egoistic values. Hence it is hard work to go green. So you, the event organiser, need to make it easy for them not to litter. Make it clear to them what it is you want to them to do.
  12. 12. Demonstrate your support for the environment If your event supports environmental initiatives you need to shout about it. You need to make it clear that this is what you stand for. Communicate with your audience and educate them.
  13. 13. Self-regulation What you as an event planner organise for your visitors, will be considered the norm. If you offer alcohol then most likely your guests will drink alcohol. If you offer vegetarian food, most likely people will eat vegetarian. If you offer a clean site, people will keep it clean.
  14. 14. You, the event planner, can influence the behaviour of your audience. You need to make it clear to them what you want to achieve.
  15. 15. To change the attitude of your audience… you might need to change yours first!
  16. 16. For more information about sustainable event management visit EventTutor.com or follow me on facebook and twitter

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