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Behavior Change Symposium Overview

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In October of 2011, KAB held a recycling behavior change symposium with academics and practitioners. This is an overview for many of the presentations.

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Behavior Change Symposium Overview

  1. 1. Keep America BeautifulRe: Psychology Symposium 2011 Overview Kelley Dennings
  2. 2. Goals• Hear current research about what influences individuals to recycle• Receive information about social marketing approaches and case studies• Gain an understanding of approaches for diverse audiences• Learn about influencing recycling participation
  3. 3. Day 1 Agenda• The State of Recycling Jerry Powell, Resource Recycling Magazine• From Niche to Normal Meghan Campbell, Ogilvy Earth• Social Marketing Approaches to Making Recycling Second Nature Dr. Craig Lefebvre, Ph.D., socialShift• Promoting Recycling Behavior Dr. P. Wesley Schultz, PhD., California State University San Marcos
  4. 4. Day 2 Agenda• Incentive Based Approaches and Behavioral Responses John Thogersen, Aarhus University, Denmark• Recycling Incentives, Participation, Attitudes and Social Marketing Lisa Skumatz, SERA• Using Social Marketing to Push Recycling to the Next Level in King County Julie Colehour, Colehour+Cohen
  5. 5. Jerry Powell – Resource RecyclingThe State of Recycling: Where We Are and Where We Need to Be
  6. 6. What we know1. Expansion of recycling collection programs will continue2. Large hub-and-spoke single stream MRFs will be built3. Demand will exceed supply and prices will remain above average4. Consolidation of recycling services will continue5. Recycling in the U.S. is not yet sustainable6. We need more and better recycling participants
  7. 7. Meghan Campbell – OgilvyEarthFrom Niche to Normal - Bridging the Gap Between Intent and Action
  8. 8. The massive Middle Green Followers Mainstream consumers Believe in living sustainably Do a few green actions
  9. 9. Half of Americans thinkgreen products are targeted to:
  10. 10. Reminders1. Make it normal – normal is sustainable2. Make it personal3. Create better defaults4. Eliminate the sustainability tax5. Bribe shamelessly6. Punish wisely7. Don’t stop innovating8. Lose the crunch9. Turn eco friendly into male ego friendly10. Make it tangible and easy to navigate11. Tap into hedonism over altruism
  11. 11. Would you rather …Cure cancer Save the environment U.S.
  12. 12. Would you rather …Cure cancer Save the environment China
  13. 13. Taking a page out of the cancer marketing playbookPersonal “One out of every two men and one out of every three women will be diagnosed with cancer in their lifetime.”Plausible “We’ve cured other diseases before, why not cancer?”Positive
  14. 14. Craig Lefebvre - socialShiftSocial Marketing Approaches toMaking Recycling Second Nature
  15. 15. Why we are here
  16. 16. What do people want?
  17. 17. Selection and Concentration
  18. 18. BenefitsPeople do not buy products or services, they buy benefits.We make purchases not for the products themselves, but forthe problems they solve or the opportunities they offer.
  19. 19. Barriers and BenefitsI’m less interested in “benefit”, of the rational or emotional kind.I’m more interested in power.I’m interested in how your brand makes the customer a more powerful entity.Nobody cares about your whiter-than- white laundry detergent. They care about power. The sooner you stop pretending otherwise, the easier your path through life will be.– Hugh McLeod
  20. 20. What is Social Marketing? Focused on people, their wants and needs, aspirations, lifestyle, dignity of choice Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs Designing behaviors that fit their reality (compatibility) Rebalancing incentives and costs for maintaining or changing behaviors (relative advantage and risk) Creating opportunities and access to try, practice and sustain behaviors (trialability) Promoting these behaviors, incentives and opportunities to priority groups (communicability)
  21. 21. Marketing Mix
  22. 22. The 4 P’s of Commercial Marketing - Product – anything needing to be recycled - Price – time to separate material, cost of bin or collection - Place – bins - curb, work, away from home - Promotion – traditional marketing, new media, community based social marketing
  23. 23. Helping People Make Better Choices
  24. 24. Wes Schultz –California State University San MarcosPromoting Recycling Behavior: What Works
  25. 25. John Thogersen –Aarhus University, Denmark Promoting Recycling: Incentive Based Approaches and Behavioral Responses
  26. 26. Lisa Skumatz – SERARecycling Incentives, Participation, Attitudes and Social Marketing: What Do Real Numbers Tell Us?
  27. 27. Julie Colehour – Colehour+Cohen Using Social Marketing to PushRecycling to the Next Level in King County
  28. 28. Resources1. Resource Recycling – http://www.resource- recycling.com/2. OgilvyEarth report – www.ogilvyearth.com/thought-leadership/latest- research/3. Craig Lefebvre blog – http://socialmarketing.blogs.com/4. Community Based Social Marketing – http://www.cbsm.com/5. Social Marketing to protect the environment – http://www.sagepub.com/books/Book235188
  29. 29. Thank you! Questions? Kelley Denningskdennings@kab.org

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