It's been a long time coming

Jon Howard
Jon HowardPlanning Director at Quiet Storm
IT’S BEEN A LONG TIME COMING
how to generate action and
deliver change on social issues
(Jon Howard: Quiet Storm)
What can get
unexpected people
taking to the streets?
Inspiration from multiple sources
(not speaking with an agenda…or a book!)
…and personal experience
It's been a long time coming
The question to answer:
how to overcome this…
Or perhaps more perplexingly
(and annoyingly)…
…but end up not acting
on, or even contradicting,
these beliefs?
What about when
people do claim to
believe something…
What strategies are there for
plugging this ‘Value-Action Gap’?
Theme to develop:
what if we turn convention on
its head, and explore changing
behaviour directly rather than
via first changing beliefs?
Where we will end up:
Top 12 tips for delivering change 1. Have vision
2. Be impactful
3. Avoid worthiness
4. Be positive
5. Define action
6. Give reasons
7. Seem achievable
8. Make it easy
9. Imply scale
10. Deliver results
11. Reward support
12. Create ritual
But first some theory…
Bad news: just giving people
the facts is rarely enough
No matter how compelling we
think our evidence is, other
things always get in the way
The brain favours established,
easy to follow paths…reinforcing
those same beliefs and behaviours
Neurologically…
Autopilot kicks in:
use of habit & shortcuts
The brain favours actions with
positive outcomes that release
a ‘feel good’ hit
Whereas stress and expected
negative outcomes suppress
this chemical release
Chemically…
Compounded by herd behaviour: doing what
everyone else does is both easy and feels good
Socially…
It's been a long time coming
“sounds great,
where do I sign up”
Often, we’re not
even aware that
behaviour needs
to change
Emotionally potent shock tactics
can make an issue salient
But salience is no guarantee of change,
and can reinforce negative behaviour
Using challenging messages on negative or
distressing social issues, especially where
‘I’ am part of the ‘problem’, can lead to
fatigue and even rejection
Challenge what seems normative behaviour,
making me feel bad, and I will push back
Where beliefs and behaviour fight
each other, we tend to modify beliefs
to reflect (‘wrong’) behaviour…
Psychologically = cognitive dissonance
…then look for ‘proof’ to justify this
behaviour and ‘new’ beliefs
An unwillingness or inability to
change that we then
presuppose of others as well
“they’ve only got themselves to blame”
And even when you do believe (in theory)…
…sometimes there are just too
many barriers to action
So an ‘issue’ which is
clear and public…
And which people seem to ‘get’…
78% think chickens are kept in poor conditions
72% say think ‘welfare’ when buying chicken
83% expect retailers to ensure welfare standards
(RSPCA research)
“Consumers deliberately reject information on animal
welfare due to the emotional response it provokes,
making it difficult to raise awareness of the issue”
(RSPCA)
But though apparently on-side, most
would rather keep their heads in the sand
to avoid a complex ‘feel bad’ issue
Why it’s hard to
argue people
into change
Too expensive
Too big
Too ugly
In fact, where choice is difficult
we’d sometimes not have to make it
But where choice does exist, it’s hard to
change attitudes even when insignificant
(we tend to prefer what we bought last)
Focusing on beliefs means (at best)
maximising those (genuinely)
predisposed rather than delivering
widespread change
Although the radical can
be normalised and change
can happen even on the
most intractable issues
It can just take time,
unfortunately, which we
don’t always have
For the same reason, we
can’t rely on politicians
and legislation either
Policy change takes time, and usually
follows broader social beliefs
(the end game not the start point)
But “what difference
can I make?”
But “what’s in it
for me?”
But “what do you actually
want me to do?”
Question: is there a way to short
circuit the stages of prevarication
people typically go through?
But “what’s in it
for me?”
“I do feel sorry for the polar bears”
But “what difference
can I make?”
“There’s a river in my street”
“I really want to help”
But “what do you actually
want me to do?”
80% of factors influencing
pro-environmental behaviour
have nothing to do with
knowledge or awareness
And the irony…?
Ancient wisdom…
“tell me and I forget
show me and I remember
involve me and I understand”
(Confucius)
Which points to an alternative approach:
don’t try to convert thru argument, but get
people doing something without noticing
(especially if ‘doing good’ rather than ‘stopping bad’)
Harness the power of cognitive dissonance:
or change behaviour and beliefs will follow
“You are all going to die horribly”
Ineffectiveness showed even fear
can’t overcome fixed behaviour
Whereas handing out free condoms was
effective as it worked with behaviour
Always better to go with the flow
When you had to travel, recycling was
often too much hassle even for believers
Doorstep collection means even cynics
become do-ers as it’s too easy to avoid
Especially when the neighbours
are joining in as well
Conventionally:
“it’s terrible”
“it’s huge”
“you are part of
the problem”
= a ‘feel bad’ black hole
(so why bother?)
Or on an even bigger scale, Third World poverty…
How Live Aid changed (and fed) the World:
not a guilt trip but a charity revolution
A big, famous idea not just a cause
Fun, positive, involving
Definitely something in it for me
Small, easy ways to make a difference
Everyone’s doing it (can’t miss out)
It's been a long time coming
But significant increase if say
“this is what other guests do”
The power of ‘everyone else’…
It's been a long time coming
Back to where we began…
But how do we put these into action?
1. Have vision
2. Be impactful
3. Avoid worthiness
4. Be positive
5. Define action
6. Give reasons
7. Seem achievable
8. Make it easy
9. Imply scale
10. Deliver results
11. Reward support
12. Create ritual
1. Have a clear simple vision
The badge you want people to wear, and
banner you want them to march under
It's been a long time coming
2. Make sure people know
Invisibility changes nothing for anyone
It's been a long time coming
3. Don’t turn off people
with your worthiness
No issue worth fighting for should be boring!
It's been a long time coming
4. Anchor everything
in positive emotions
If people ‘feel good’ not ‘feel bad’
they are more likely to get on board
It's been a long time coming
5. Tell people clearly what
you want from them
The power of “do this…now”
(even the scam merchants recognise it!)
It's been a long time coming
6. Give a ‘reason why’
action is needed
Still need the facts that (post) justify action,
and form foundations of new beliefs
It's been a long time coming
7. Have outcomes that
seem achievable
This is how you make
a difference
It's been a long time coming
8. Make it (seem)
natural and easy to do
Use simple actions, sign posts
and short cuts to maximise involvement
It's been a long time coming
It's been a long time coming
Exploit the power of social
presence, proof…and pressure
9. Imply ‘everyone’ is doing ‘it’
It's been a long time coming
It's been a long time coming
10. Make sure to deliver
on your promises
Disillusionment is the quickest
way to kill a movement
It's been a long time coming
Even if that is just gratitude, answer
the ‘what’s in it for me?’ question
11. Give something back
It's been a long time coming
Ritual marries action and belief, making
it harder to stop than to keep on going
12. Ritualise new behaviour
It's been a long time coming
It's been a long time coming
Steps to changing the world
1. Have vision
2. Be impactful
3. Avoid worthiness
4. Be positive
5. Define action
6. Give reasons
7. Seem achievable
8. Make it easy
9. Imply scale
10. Deliver results
11. Reward support
12. Create ritual
…and even if an issue they don’t especially believe in,
their united self interest might change the world
Bring people together in simple, feel good
activities they don’t want to miss out on…
The beginning!
EMAIL: jon@quietstorm.co.uk
BLOG: jonhoward.typepad.com/livingbrands
TWITTER: twitter.com/jon_howard
LINKEDIN: linkedin.com/in/jonathanhoward
FACEBOOK: facebook.com/profile.php?id=641466769
Thank you!
(NOTE: IF YOU WOULD LIKE ME TO
PRESENT THIS OR SIMILAR TO
YOUR ORGANISATION, PLEASE FEEL
FREE TO GET IN CONTACT )
1 of 77

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It's been a long time coming

  • 1. IT’S BEEN A LONG TIME COMING how to generate action and deliver change on social issues (Jon Howard: Quiet Storm)
  • 2. What can get unexpected people taking to the streets?
  • 3. Inspiration from multiple sources (not speaking with an agenda…or a book!)
  • 6. The question to answer: how to overcome this…
  • 7. Or perhaps more perplexingly (and annoyingly)… …but end up not acting on, or even contradicting, these beliefs? What about when people do claim to believe something… What strategies are there for plugging this ‘Value-Action Gap’?
  • 8. Theme to develop: what if we turn convention on its head, and explore changing behaviour directly rather than via first changing beliefs?
  • 9. Where we will end up: Top 12 tips for delivering change 1. Have vision 2. Be impactful 3. Avoid worthiness 4. Be positive 5. Define action 6. Give reasons 7. Seem achievable 8. Make it easy 9. Imply scale 10. Deliver results 11. Reward support 12. Create ritual But first some theory…
  • 10. Bad news: just giving people the facts is rarely enough No matter how compelling we think our evidence is, other things always get in the way
  • 11. The brain favours established, easy to follow paths…reinforcing those same beliefs and behaviours Neurologically… Autopilot kicks in: use of habit & shortcuts
  • 12. The brain favours actions with positive outcomes that release a ‘feel good’ hit Whereas stress and expected negative outcomes suppress this chemical release Chemically…
  • 13. Compounded by herd behaviour: doing what everyone else does is both easy and feels good Socially…
  • 16. Often, we’re not even aware that behaviour needs to change
  • 17. Emotionally potent shock tactics can make an issue salient But salience is no guarantee of change, and can reinforce negative behaviour
  • 18. Using challenging messages on negative or distressing social issues, especially where ‘I’ am part of the ‘problem’, can lead to fatigue and even rejection Challenge what seems normative behaviour, making me feel bad, and I will push back
  • 19. Where beliefs and behaviour fight each other, we tend to modify beliefs to reflect (‘wrong’) behaviour… Psychologically = cognitive dissonance …then look for ‘proof’ to justify this behaviour and ‘new’ beliefs
  • 20. An unwillingness or inability to change that we then presuppose of others as well “they’ve only got themselves to blame”
  • 21. And even when you do believe (in theory)… …sometimes there are just too many barriers to action
  • 22. So an ‘issue’ which is clear and public… And which people seem to ‘get’… 78% think chickens are kept in poor conditions 72% say think ‘welfare’ when buying chicken 83% expect retailers to ensure welfare standards (RSPCA research)
  • 23. “Consumers deliberately reject information on animal welfare due to the emotional response it provokes, making it difficult to raise awareness of the issue” (RSPCA) But though apparently on-side, most would rather keep their heads in the sand to avoid a complex ‘feel bad’ issue
  • 24. Why it’s hard to argue people into change Too expensive Too big Too ugly
  • 25. In fact, where choice is difficult we’d sometimes not have to make it
  • 26. But where choice does exist, it’s hard to change attitudes even when insignificant (we tend to prefer what we bought last)
  • 27. Focusing on beliefs means (at best) maximising those (genuinely) predisposed rather than delivering widespread change
  • 28. Although the radical can be normalised and change can happen even on the most intractable issues It can just take time, unfortunately, which we don’t always have
  • 29. For the same reason, we can’t rely on politicians and legislation either Policy change takes time, and usually follows broader social beliefs (the end game not the start point)
  • 30. But “what difference can I make?” But “what’s in it for me?” But “what do you actually want me to do?” Question: is there a way to short circuit the stages of prevarication people typically go through?
  • 31. But “what’s in it for me?” “I do feel sorry for the polar bears”
  • 32. But “what difference can I make?” “There’s a river in my street”
  • 33. “I really want to help” But “what do you actually want me to do?”
  • 34. 80% of factors influencing pro-environmental behaviour have nothing to do with knowledge or awareness And the irony…?
  • 35. Ancient wisdom… “tell me and I forget show me and I remember involve me and I understand” (Confucius)
  • 36. Which points to an alternative approach: don’t try to convert thru argument, but get people doing something without noticing (especially if ‘doing good’ rather than ‘stopping bad’) Harness the power of cognitive dissonance: or change behaviour and beliefs will follow
  • 37. “You are all going to die horribly” Ineffectiveness showed even fear can’t overcome fixed behaviour
  • 38. Whereas handing out free condoms was effective as it worked with behaviour Always better to go with the flow
  • 39. When you had to travel, recycling was often too much hassle even for believers
  • 40. Doorstep collection means even cynics become do-ers as it’s too easy to avoid Especially when the neighbours are joining in as well
  • 41. Conventionally: “it’s terrible” “it’s huge” “you are part of the problem” = a ‘feel bad’ black hole (so why bother?) Or on an even bigger scale, Third World poverty…
  • 42. How Live Aid changed (and fed) the World: not a guilt trip but a charity revolution A big, famous idea not just a cause Fun, positive, involving Definitely something in it for me Small, easy ways to make a difference Everyone’s doing it (can’t miss out)
  • 44. But significant increase if say “this is what other guests do” The power of ‘everyone else’…
  • 46. Back to where we began… But how do we put these into action? 1. Have vision 2. Be impactful 3. Avoid worthiness 4. Be positive 5. Define action 6. Give reasons 7. Seem achievable 8. Make it easy 9. Imply scale 10. Deliver results 11. Reward support 12. Create ritual
  • 47. 1. Have a clear simple vision The badge you want people to wear, and banner you want them to march under
  • 49. 2. Make sure people know Invisibility changes nothing for anyone
  • 51. 3. Don’t turn off people with your worthiness No issue worth fighting for should be boring!
  • 53. 4. Anchor everything in positive emotions If people ‘feel good’ not ‘feel bad’ they are more likely to get on board
  • 55. 5. Tell people clearly what you want from them The power of “do this…now” (even the scam merchants recognise it!)
  • 57. 6. Give a ‘reason why’ action is needed Still need the facts that (post) justify action, and form foundations of new beliefs
  • 59. 7. Have outcomes that seem achievable This is how you make a difference
  • 61. 8. Make it (seem) natural and easy to do Use simple actions, sign posts and short cuts to maximise involvement
  • 64. Exploit the power of social presence, proof…and pressure 9. Imply ‘everyone’ is doing ‘it’
  • 67. 10. Make sure to deliver on your promises Disillusionment is the quickest way to kill a movement
  • 69. Even if that is just gratitude, answer the ‘what’s in it for me?’ question 11. Give something back
  • 71. Ritual marries action and belief, making it harder to stop than to keep on going 12. Ritualise new behaviour
  • 74. Steps to changing the world 1. Have vision 2. Be impactful 3. Avoid worthiness 4. Be positive 5. Define action 6. Give reasons 7. Seem achievable 8. Make it easy 9. Imply scale 10. Deliver results 11. Reward support 12. Create ritual
  • 75. …and even if an issue they don’t especially believe in, their united self interest might change the world Bring people together in simple, feel good activities they don’t want to miss out on…
  • 77. EMAIL: jon@quietstorm.co.uk BLOG: jonhoward.typepad.com/livingbrands TWITTER: twitter.com/jon_howard LINKEDIN: linkedin.com/in/jonathanhoward FACEBOOK: facebook.com/profile.php?id=641466769 Thank you! (NOTE: IF YOU WOULD LIKE ME TO PRESENT THIS OR SIMILAR TO YOUR ORGANISATION, PLEASE FEEL FREE TO GET IN CONTACT )