Presentation given at DRIVE 2019. D&B Gedrag - Lotte Spijkerman Ecocoin - Lewis Just Heineken - Lies Benjamens

3. ENERGY & SUSTAINABILITY
Designing Behavioural Change
Moderator: Erik Roscam Abbing | Livework Studio

4. Learning from behavourial design for
sustainability
Lotte Spijkerman| D&B Gedrag

5. LEARNING FROM BEHAVIORAL
DESIGN FOR SUSTAINABILITY
DRS. LOTTE SPIJKERMAN

6. OUR VISION ON BEHAVIOR CHANGE

7. OUR VISION ON BEHAVIOR CHANGE
95%

8. THE PSYCHOLOGICAL LANDSCAPE
MOTIVES
RESISTANCES
CONTEXT

9. THE PSYCHOLOGICAL LANDSCAPE
Drivers
• autonomy
• purpose
• competence
Social motives
• need to belong
• status & power
• equality
Primary human processes
• energy saving
• safety and security
• cognitive capacity
Learned processes
• associations
• norms and values
• punishment and reward

11. BEHAVIOR CHANGE MEANS
UNDERSTANDING WHY
PEOPLE DO WHAT THEY DO

12. BEHAVIOR CHANGE
IS MADE TO MEASURE

13. BEHAVIOR CHANGE
IS MADE TO MEASURE
GREAT NEWS J

14. A FEW SUCCESSFUL CASES

15. HOW TO GET PEOPLE TO PUT
THEIR WASTE IN TRASH BINS,
INSTEAD OF ON THE STREET?

16. THE EFFECT OF COLOR ON
COLLECTED WASTE
• Rotterdam - streets
• Amsterdam - streets
• Den Haag - squares
Can we change behavior by letting the bins stand out?

23. 33,1
31,5
33,1 32,79
31,9
33,34
38,3
44,24
25
30
35
40
45
Control Text Green Green + text
Voormeting
Nameting
TRASH IN THE BINS

24. HOW TO GET PEOPLE TO KEEP
CONTAINERS CLEAR AND
CLEAN, INSTEAD OF PUTTING
TRASH NEXT TO IT?

25. THE EFFECT OF BEAUTY ON WASTE
BEHAVIOR

27. ASSOCIATIONS

32. HOW TO GET PEOPLE TO TAKE
THE (E-)BIKE TO WORK,
INSTEAD OF THE CAR?

33. B-RIDERS
• Target group
• Home-to-work car users
• In a radius of 15 km from
their work
• Goal
• Leave the car and get to work
on the (e-)bike
BEHAVIOR

34. ANALYSIS B-RIDERS
• Resistance
• “(e-)bike isnt for me..”
• Habits
• “I never take the (e-)bike..”
• Social norm
• “I don’t know anyone who
takes the (e-)bike to work..”

35. B-RIDERS
• Resistance
• Rewards
• Self-persuasion
• Habits
• Personal bike scheme
• Social feedback
• Social norm
• Social proof
INTERVENTION

36. EVALUATIE B-RIDERS
• 60% more (e-)bike rides
• 4000 less cars on the road
• 28 million kilometers by bike
• Even without reward,
B-Riders keep on using the (e-)bike

37. WWW.DBGEDRAG.NL
Lotte Spijkerman
lotte@dbgedrag.nl

38. Creating a sustainable currency for
everyone
Lewis Just | ECO Coin

65. HOWCAN
WETESTTHIS?
YES,BUT…

71. Earnbybuildingbirdhouses

72. Earnbyplantingedibleflowers

73. Earnbyswitchingenergyproviders

74. Spendonrescuedsmoothies

75. Spendonpolaroidpictures

76. Spendonaaccesstoasecretclub

77. HOWCANWEMAKEIT
FINANCIALLYSUSTAINABLE?
YES,BUT…

79. Target:
Reduce carbon emissions by 60% by 2020

88. HOWCAN
WESCALETHIS?
YES,BUT…

96. Closing the loop by designing for
consumer behaviour
Lies Benjamens | Heineken

99. ENERGY & SUSTAINABILITY
Designing Behavioural Change
PANEL DISCUSSION
Moderator: Erik Roscam Abbing | Livework Studio

102. 15:00