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6.
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’?
7.
Theme to develop:
what if we turn convention on
its head, and explore changing
behaviour directly rather than
via first changing beliefs?
8.
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…
9.
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
10.
The brain favours established,
easy to follow paths…reinforcing
those same beliefs and behaviours
Neurologically…
Autopilot kicks in:
use of habit & shortcuts
11.
The brain favours actions with
positive outcomes that release
a ‘feel good’ hit
Whereas stress and expected
negative outcomes suppress
this chemical release
Chemically…
12.
Compounded by herd behaviour: doing what
everyone else does is both easy and feels good
Socially…
14.
Often, we’re not
even aware that
behaviour needs
to change
15.
Emotionally potent shock tactics
can make an issue salient
But salience is no guarantee of change,
and can reinforce negative behaviour
16.
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
17.
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
18.
An unwillingness or inability to
change that we then
presuppose of others as well
“they’ve only got themselves to blame”
19.
And even when you do believe (in theory)…
…sometimes there are just too
many barriers to action
20.
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)
21.
“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
22.
Why it’s hard to
argue people
into change
Too expensive
Too big
Too ugly
23.
In fact, where choice is difficult
we’d sometimes not have to make it
24.
But where choice does exist, it’s hard to
change attitudes even when insignificant
(we tend to prefer what we bought last)
25.
Focusing on beliefs means (at best)
maximising those (genuinely)
predisposed rather than delivering
widespread change
26.
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
27.
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)
28.
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?
29.
But “what’s in it
for me?”
“I do feel sorry for the polar bears”
30.
But “what difference
can I make?”
“There’s a river in my street”
31.
“I really want to help”
But “what do you actually
want me to do?”
32.
80% of factors influencing
pro-environmental behaviour
have nothing to do with
knowledge or awareness
And the irony…?
33.
Ancient wisdom…
“tell me and I forget
show me and I remember
involve me and I understand”
(Confucius)
34.
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
35.
“You are all going to die horribly”
Ineffectiveness showed even fear
can’t overcome fixed behaviour
36.
Whereas handing out free condoms was
effective as it worked with behaviour
Always better to go with the flow
37.
When you had to travel, recycling was
often too much hassle even for believers
38.
Doorstep collection means even cynics
become do-ers as it’s too easy to avoid
Especially when the neighbours
are joining in as well
39.
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…
40.
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)
41.
But significant increase if say
“this is what other guests do”
The power of ‘everyone else’…
42.
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
43.
1. Have a clear simple vision
The badge you want people to wear, and
banner you want them to march under
44.
2. Make sure people know
Invisibility changes nothing for anyone
45.
3. Don’t turn off people
with your worthiness
No issue worth fighting for should be boring!
46.
4. Anchor everything
in positive emotions
If people ‘feel good’ not ‘feel bad’
they are more likely to get on board
47.
5. Tell people clearly what
you want from them
The power of “do this…now”
(even the scam merchants recognise it!)
48.
6. Give a ‘reason why’
action is needed
Still need the facts that (post) justify action,
and form foundations of new beliefs
49.
7. Have outcomes that
seem achievable
This is how you make
a difference
50.
8. Make it (seem)
natural and easy to do
Use simple actions, sign posts
and short cuts to maximise involvement
51.
Exploit the power of social
presence, proof…and pressure
9. Imply ‘everyone’ is doing ‘it’
52.
10. Make sure to deliver
on your promises
Disillusionment is the quickest
way to kill a movement
53.
Even if that is just gratitude, answer
the ‘what’s in it for me?’ question
11. Give something back
54.
Ritual marries action and belief, making
it harder to stop than to keep on going
12. Ritualise new behaviour
55.
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
56.
…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…
58.
EMAIL: jon@quietstorm.co.uk
BLOG: jonhoward.typepad.com/livingbrands
TWITTER: twitter.com/jon_howard
LINKEDIN: linkedin.com/in/jonathanhoward
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