Culture Change: Behaviour change and audience engagement
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Top tips on how to engage your staff with sustainability and keep them motivated, and communicate your environmental commitments and initiatives to audiences. The creative industries are experiencing a shift towards putting the environment at the heart of how we work, and it’s being driven by people power. This two-hour session will look at strategies for engaging key stakeholders with your environmental commitments and actions, from staff to audiences, to amplify the impact of your green initiatives. Do you have an environmental policy that you’re struggling to implement? Are you scratching your head about how to bring down your audience travel emissions? Or perhaps you've never thought about how environmental sustainability might be relevant to your stakeholders at all? Then this webinar is for you! The webinar will be relevant for practitioners and businesses across the creative industries, and will be facilitated by consultants from Julie's Bicycle.
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Culture Change: Behaviour change and audience engagement
- 2. Behaviour change and audience engagement Lucy Latham
- 4. Agenda 1. Introduction to Julie’s Bicycle and Culture Change 2. Why engage with sustainability? 3. Understanding behaviours – motives and barriers 4. Affecting change 5. Key principles of communication 6. Further Resources 7. Discussion
- 5. Julie’s Bicycle We make environmental sustainability intrinsic to the business, art and ethics of the creative industries. Research Practical tools & resources Collaborative projects Networks & events www.juliesbicycle.com Research Practical Tools and Resources Bespoke Support and Projects Sharing knowledge Networks and Events Data Gathering Artists Audiences
- 6. UNTIL MARCH 2015 PARTNERS: Who is it for? • SMEs & micro businesses • Creative industries • East of England What’s on offer? • One to one expert support • Events, workshops and webinars • Tools and resources • Networking opportunities Support with: • Developing your business case for environmental action • Implementing action plans and achieving carbon reductions • Access to finance • Employment law and apprenticeships http://www.juliesbicycle.com/culture-change
- 7. Opportunities – why engage with sustainability? • Be an industry leader – be ahead of the curve it’s the next innovation! • Save costs / improve cost management • Increase efficiency business operations • Meet the existing client demand - opportunity to deepen connection with audiences • Win new clients and generate new business • A great way to engage with clients, staff, suppliers etc. • Apply creativity to sustainability • Comply with legislation • Organisational reputation – use as marketing tool
- 8. Behaviour change Behavioural change is effective • 3rd of energy savings in UK carbon budgets can come from individuals taking action (UK Energy research centre) • UK workplaces are missing out on more than £300 million a year in savings that could be achieved through encouraging employees to adopt behaviours that reduce energy use and waste (Carbon Trust)
- 9. Seems simple... So why doesn’t it always work?
- 10. Individual barriers to engagement & action • Lack of knowledge • Uncertainty & scepticism • Action > benefit gap • Distrust in information sources • Externalisation of responsibility & blame • Belief in technology to sort it out – deflected responsibility • Belief climate change is a distant threat • Low prioritisation amongst competing priorities • Reluctance to change lifestyles • Fatalism • Drop in the ocean feeling • Climate change: Psychologically distant in time and space 10
- 11. 1. Understand your audience • Behaviour is motivated by multiple influences: attitude, ethics, society, culture, values, authority.. • Marketing/market research is a powerful tool • Balance between technological and behavioural interventions (ref sustainability)
- 12. Poll time! A B
- 13. Common approaches to behavioural change • Provide people with the information you think they need and their will change their behaviour accordingly • Make the problem sound scary enough and people will take action (fear framing) • You need to change attitudes to change behaviour • Periods of transition provide opportunities to introduce change 13
- 14. When we say one thing and do something completely different… - Act in accordance with social norms - Perceived control over behaviour - Direct versus indirect experience - Interviewer bias i.e. people say what they think interviewer wants to hear
- 15. Values 15
- 16. Motivations • Understanding motivations is key: • young smokers aren’t as interested in costs/health implications, instead motivated by boyfriends and girlfriends.. • Social norms.. Musicians • Create the norm – set the behavioural expectation
- 17. Poll answer! A B
- 18. Collecting information • Opinion polls • Staff/audience opinion surveys • Suggestions box • Quantitative data: travel
- 19. 2. Tailoring your approach • Team/organisation • Audience • Visiting artists • Customers Control Influence
- 20. 3. Taking action Why engage? • Changing staff behaviour and human behaviour in general is really important • Some of the best ideas come from staff engagement • Engaged employees try 50% harder, 20% better and 80% less likely to leave an organisation What’s to gain? • Improved team work skills, confidence, new/improved relationships, organisational solidarity…
- 21. Team: embedding sustainability • Job roles/contracts, PDRs, training opportunities • Policies and codes of conduct (internal communication) • Sustainability champions • Green teams • Mass participation events e.g. Earth hour, meat free Mondays, bike to work week
- 22. Green teams • Conduct a staff environmental survey to understand who will be interested in engaging with environmental sustainability • Good to get representatives from across the organisation • Identify any funds that you can use for the green team • Can be used as social occasions too – e.g. lunch clubs, might want to also consider volunteering too
- 23. Staff initiatives • NEC – public transport initiatives • The Sage Gateshead – 10:10 campaign • The Royal Exchange Theatre – telling the story • Wembley - cycling
- 24. Audiences initiatives: travel Shambala Festival - Biofuel shuttle - Subsidised express coaches - Travel offset - Sustrans - 100 people cycling (2009) - Communications! - Car sharing http://www.juliesbicycle.com/resources/practical-guides
- 25. Audience initiatives • Artichoke’s Lumiere, the UK’s largest light festival • Control/influence: Focusing on energy use and audience behaviour • Transport • Lights/appliances switch off • Latitude Festival • Website communications
- 26. Visiting artists • Green riders • Travel: Lumiere http://www.juliesbicycle.com/resources/jb-green-riders
- 27. Supply chain • Sage Gateshead 10:10 campaign.. • Supplier commitments – Sustainability can be built into tender process • Latitude: contracts
- 28. Campaigns • Chose your focus area • Consider any resource requirements e.g. posters, prizes to incentivise staff participation • Create an easily identifiable brand for your campaign e.g. SwitchOff and create associated promotional materials • Create a realistic goal e.g. reducing elec by 10% • Communicate goal and baseline • Provide simple actions and instructions for staff in order to achieve goal • Provide incentives for involvement e.g. prizes, professional recognition • Think holistically: For example if you do a campaign on cycling to work, raise awareness on transport impacts and organise a bike repair workshop
- 29. Campaigns - making them successful… • Make it fun / aspirational • Connect with national and international environmental days. E.g. Earth Hour, or Walk to Work week • Help people connect with volunteering • Different things to explore: gardening, river/beach clean ups, local food bakes, bike rides. Fits into wider staff well-being too • Educational, create conversations • Social aspect e.g. Lunch clubs? • Tailored and relevant • Give feedback i.e. data/results/progress • Accept feedback i.e. suggestions box • Lead by example • Communicate • Remind and reinforce
- 30. Key concepts for engaging people • Catalyst effect • Key behaviours that may lead to the adoption of other behaviours with a similar underlying ideology • Halo effect • Giving public praise and enthusiasm to an employee is likely to encourage them to do more in future • Virtuous Escalator • Get people to make any step, no matter how small • Social norms • Proven time and time again to be best mechanism for change
- 31. Audience engagement and communication
- 32. Why communicate? • Build your brand. • Transparency builds trust and understanding. • Celebrate and gain recognition for your achievements. • Share best practice. • Major opportunity for leadership. • Encourage participation and new ideas. • Influence change. • Avoid missing out on opportunities.
- 33. Key Principles 1. Know your audience and find what’s in it for them. 2. Keep sustainability in line with your brand and organisational culture. 3. Don’t be boring – tell stories and lead with a vision. 4. Be clear about purpose and calls to action. 5. Make it participatory. 6. Stick to your strengths. 7. Pick the right messengers.
- 34. 1: Storytelling What’s your story? • What are your key messages? • How can you create a sense of shared value between all of your stakeholders? • Sustainability stories should be in line with your identity, tone and existing communication channels. • Developing a brand/identity to represent and highlight your efforts can be effective. • Alternatives to “green” - it’s a useful shortcut but how else can we talk about this issue without people switching off?
- 35. 2: Make It Fit • Wembley Stadium “Switched On to Switching Off” energy reduction campaign – Energy Referee issued “offenders” with yellow and red cards for equipment left on overnight. • Town Hall Symphony Hall Birmingham
- 37. 3. Intention vs. Achievement • Tell the whole story. • Failure stories matter too! • Balance honesty about the process with genuine success stories. • Invite participation.
- 38. 4: Engage People • Set your objective. • Share the vision - be specific about what do you want to change. • Make a clear ask/provide clear messaging. • Support your ask/messages with relevant/robust information. • Think about the medium and multiple touch points • Make it a collaborative effort. • “Join us in reducing emissions by…” • Make it fun! • Measure success. • Reward and celebrate action.
- 39. Example: After Miss Julie • Green walkway. • Ticketless performance. • Hire a programme scheme. • Inside the programme: • Rationing timeline • Cast and crew bios • Infographics by David McCandless (Information is Beautiful)
- 40. 5: Choose the right channel Internal • Emails • Staff meetings and socials • Project management software • Newsletters • Physical noticeboard • Signage • IG report and certificate External • Creative IG report and certificate • Newsletter • Website • Social media • Blogs • Press • Multimedia content • Marketing emails • Ticketing • Programmes • Events • Signage
- 41. Example: Social Media Campaigns • Timbaland’s Nature Needs Heroes Camp campaign • Advertising new Earthkeepers environmentally conscious range • Artist Robert Bradford sculpture • Visitors submit environmental pledges • After pledging get 20% off the range • Art Everywhere • People voting for favourite artworks via Facebook and sharing via Twitter
- 42. Invest the Time
- 43. 6: Do it sustainably • Recycled or FSC certified paper stock. • Printed using vegetable inks. • Use responsible printers (ISO14001). • Consider digital – but be aware that digital files use energy: • Make sure the purpose of the content is clear. • Minimise file sizes. • Maximise quality, impact and reach.
- 44. 7: Tapping into existing campaigns
- 45. Does it work? • 41% of festival goers in 2012 said they actively changed behaviour from encountering sustainability messages at festivals. • Isle of Wight Festival reduced audience travel emissions by 26% between 2009 and 2010 by promoting travel alternatives like carshare, increased car occupancy and cyclist facilities. • Manchester Art Gallery reduced energy emissions by 15% by displaying “live” energy use in the building, enabling visitors to make informed choices.
- 46. Example: Manchester Art Gallery • Aim: 42% emissions reduction by 2020. • Piloting an energy display system in public areas since 2011. • iPad screens installed at strategic positions in the building: • energy consumption of the day so far • whether it's gone above the target • Tips for people to help reduce consumption • ~ 15% reduction in emissions from behaviour change alone. http://vimeo.com/25087040
- 47. Next steps • http://www.juliesbicycle.com/resources • Guides and factsheets • Case studies of best practice • Further Culture Change events Click here • Phone & email support • Book your one-to-one support with Julie’s Bicycle to complete your bespoke policy and action plan culture-change@juliesbicycle.com • Complete the template for Environmental Policies and Action Plans 47
- 48. Resources 48
- 49. 49
- 50. 50
- 51. Thank you Your feedback is very welcome! culture-change@juliesbicycle.com juliesbicycle.com/culture-change facebook.com/culture-change #CreateShareSustain @JuliesBicycle
Editor's Notes
- Julie’s Bicycle is a charity, founded in 2007 now working with hundreds of arts organisations in the UK and abroad. To do so we’ve developed a range of practical resources and tools, such as the IG Tools - our free carbon calculators, as well as a range of guides, toolkits and other publications. We also offer bespoke consultancy services, facilitate networks, as well as work with universities to develop research publications on a particular topic of interest to the sectors we work with e.g. touring, digital, etc. www.juliesbicycle.com
- Wearing a seatbelt Cancer awareness self check campaigns Road safety
- Source: Three Myths of Behavior Change - What You Think You Know That You Don't: Jeni Cross
- Issues: Provide people with the information you think they need and their will change their behaviour accordingly Information isn’t enough, it needs to be tangible. For instance, if you are trying to incentivise people to reduce their house energy consumption would you tell them their annual consumption in kW or £ - pounds because it’s more tangible. A campaign was launched on getting households to improve their energy efficiency by sealing the cracks in doors and windows. Simply telling them how many cracks there were resulted in 20% ppl choosing to seal. When the sizes of the cracks were added together, and people were told this equated to the size of a basketball, this information suddenly could be understood and processed. Presentation of information – simply presenting information in posters isn’t enough, people respond much more to personalised engagement and human interaction! In the insulation anecdote, when the information about the cracks in their house was made tangible, personalised and through face to face communicate the uptake on the sealant campaign increased to 60%. Make the problem sound scary enough and people will take action (fear framing) We know that frightening or shaming people in to doing things is not a powerful force for change – instead consider showing – like in the waste campaign poster – an aspirational figure instead demonstrating what you want them to do, rather than what you don’t.. However, what feels slightly contradictory to this, is that people are more compelled by what they’re losing that what they’re gaining. For instance, people are more likely to act on being told ‘per year, you are loosing £200 by not turning off your lights’.. Note my use of pounds, and the measure per year, making the fact tangible and most impressive. Change attitude to change behaviour – in fact numerous studies by environmental sociologists show that it’s the other way around and that behaviours actually change attitudes. One way to affect behaviour is to set a behavioural expectation, a good example of this is when we see signs that say ‘thanks for tidying your rubbish’.. This messaging is clearly demonstrating a value of the community, it sets a precedent and when you see it frequently it acts as a reminder. Periods of transition provide opportunities to introduce change Now this can be a successful technique, i.e. introducing a shared printer instead of individual printers when moving to an open-working space. However words of warning : too much imposed change can often be met with conflict. To overcome these barriers, consultation is key! Advance warning, clear instructions, evidenced rationale and plenty of dialogue..
- Act in accordance with social norms i.e. if someone asks us whether we recycle, we are most likely to say yes because we believe it’s a cultural expectation even if we don’t actually – we don’t want to appear out of the norm. Perceived control over behaviour – we agree to something on the premise we think we can do it, but in practice realise we don’t have enough control to enforce i.e. someone might think they can use public transport instead of their car, but when ferrying three children around, they realise it’s not as practically feasible as anticipated.. Direct versus indirect experience – people’s likelihood to do something depends on their experience of the issue, for instance, someone may be more likely to engage with climate change if their house has been flooded, rather than someone who has just seen it on the news. Interviewer bias i.e. people say what they think interviewer wants to hear
- A key step is knowing and tapping into people’s values.. What is it that people really care about it? And this isn’t something you need to assume or guess, you can ask them! An environmentalist really gets the empathetic values What Climate change looks like and how people are affected Concern for future generations Biodiversity and rights of nature Frugality value – i.e. not wasting – money, resources (natural), time Financial/ efficiency / Business sense Resilience Long termism – bills and taxes rising Competition Many people value all of there things, but what might change is how they prioritise these values. Knowing their number one motivation will help you adapt messaging.
- Understanding motivations is key - young smokers aren’t as interested in costs/health implications, instead motivated by boyfriends and girlfriends.. Marketing/market resource is a powerful tool - This knowledge of teen behaviours significantly affected media campaigns to stop teenage smoking Social norms: people want to fit in with social norms, this is why musicians fill their instrument cases with pennies – to demonstrate that others have given money, this isn’t really enough, the Number 1 predictor of whether someone donates to a street musician, is if the person directly before them gives money. Social norms is the number one changer in behaviours – so saying ‘please reuse your towels, it’s good for the environment’ is going to be less affective than saying ‘Sunnyville Hotel residents reuse their towels, it’s good for the environment’.. Another thing to understand is that people might want to do something good for the environment but their choice of how they do it could vary dramatically: Aside from the moral or efficiency-driven motivations, people also want to: make friends, impress others (friends/colleagues/managers), be involved in a competition, improve health/sense of wellbeing (i.e. bike to work campaign), improve skills/new hobby (i.e. creating a wildlife garden campaign) Knowing what these motivations are will help you link to appropriate actions..
- Ref source: Three Myths of Behavior Change - What You Think You Know That You Don't: Jeni Cross The answer is B Why B – It’s utilising modelling i.e. someone leading by example, and it’s showing us the behaviour we want to establish. Because social norming is the best motivator for behaviour change, campaign A is really telling us how many people litter and in-turn making that the social norm instead!
- You need to collect data to understand values and motivations If you are going to launch a travel campaign for your audience then you need to collect some baseline data so you can then compare to future data years.
- You can embed sustainability into your organisation by putting it into job roles and professional development reviews, and there’s an especially good opportunity to do this when you recruit new people into post You can engage your current employers through policies and codes with internal communication. Sustainability champions, green teams, mass participation events and awards & recognition schemes.
- There are all kinds of activities Green teams could get involved with, community action, veg growing, wildlife gardens, bike to work weeks, local/seasonal food fortnight, river clean-ups, bigger campaigns like Earth hour The important thing is to find the hook that brings people in and gets them excited
- NEC Group (who manage the NIA AND LG Arena) Although there are 20,000 parking spaces on site, staff are encouraged to take advantage of the local train station and bus services available. If an employee gives up their car travel pass, the Group will pay half their public transport fees. Sage Gateshead: In the lead up to 10:10’s ‘biggest day of positive action on climate change’, 10:10:10 (on the 10th October 2010), The Sage Gateshead supported the day by introducing sustainable carbon-saving initiatives in the ten days leading up to, and on, 10:10:10. Holding days like ‘Leave the Car at Home’ and a ‘No Lift Day’ to help promote the importance of reducing carbon emissions to their staff and customers; Planted their own home grown veg into old, recycled bins which they no longer use since introducing the recycling bins; Installed an electric car point charger which will be available for use with the new electric cars which will also be beneficial to the wider community The Royal Exchange Theatre is finding ways to talk about its sustainability work with its staff, patrons and funders, and has recently created a short film to help communicate this as well as discussing it’s environmental work in programmes, posters and most importantly it’s website. Wembley Stadium - Undertaking a range of environmental engagement and awareness-raising activities, with staff, event organisers and audience, for example organising a Green Team Expo and Bike Week for staff. The stadium’s work to promote and encourage lower carbon travel to work, such as Bike Week, have seen an increase in the numbers of staff taking travel card loans and registering on the Cycle to Work scheme.
- Shambala Offers its audience a biofuel shuttle bus service from the local train and bus station as well as subsidised express coaches from 6 cities. Since 2009 it also began to offer drivers the option to offset their travel through an accredited scheme, raising £4,000 which was donated by popular vote to the World Land Trust. A partnership with Sustrans also inspired nearly 100 people to cycle to the event from 5 cities across the UK in 2009. Shambala's travel initiatives are communicated to the audiences online via the website, press releases, emails, event programme, the ticket buying process and on the festival site. Also utilised GoCarShare to help people buddy up, this was embedded within their website so was really easy for audience members to get to grips with. Even if you’re a venue, if you had a big-scale event, this could be something to investigate. We have a guide on audience travel.. See link
- Audience members were encouraged the public to car share and use public transport, Park & Ride facilities were increased, and audiences were asked to turn off lights and appliances when they left home – their campaign was effectively to negate the consumption of the light displays buy asking participants to be diligent in turning off their lights! Latitude: Engaging audiences Latitude also does its utmost to keep its audience informed and engaged with environmental initiatives on site during the festival. The Green Latitude section on the website outlines the festival’s commitments to environmental sustainability, and the expectations it has of audiences to be environmentally responsible.
- 'Green Riders' sent out alongside hospitality and technical riders are a great tool to encourage greater communication between artists and touring companies, and venues and festivals about your environmental aims and objectives, and more joined up working to achieve a more sustainable touring sector. Venues, festivals and events: you can also include 'green' information and requests in your contracts and/or communications with incoming artists, companies, freelancers, and co-producers. Lumiere: Artists were also encouraged to travel by train thanks to a partnership with East Coast trains.
- Sage: Brought together supplier organisations they work with to sign up to the commitment of 10:10. Representatives from two of the organisations who signed up 10:10 (Renwick Flooring and Resource UK) did so online using a pedal powered generator to power the laptop they were using Town Hall Symphony Hall: are committed to working with environmentally responsible suppliers, and their major suppliers including their M&E contractor, cleaning contractor and waste management contractor are ISO14001 accredited (the international standard for Environmental Management). Latitude: Contracts issued to certain suppliers included some regulation on sustainability matters; for examples traders and caterers were only allowed to use biodegradable cutlery, and bars could only serve drinks in reusable pints. Guidelines and sustainability initiatives were distributed to all traders, caterers, sponsors and artists via email, info sheets and the Green Republic intranet site. Meetings are also held with suppliers pre- and post-event to discuss progress and future goals.
- Staff and can be applied to audience initiatives Use data and targets where possible – i.e. if you are conducting a switch off campaign it needs to be reinforced with a baseline consumption and a target i.e. 10% in year 1 > this way performance can be tracked Celebrate success Evaluate and measure where-ever possible Measuring and monitoring will ensure that you’re in a strong position to communicate internally and externally about successes Always refer back to your audience to understand how to communicate on this success (Carbon, Money etc.) Think of ways this can be communicated
- - Make it fun / aspirational – how does this new behaviour fit in with their aspirational self image? Humour works well - Tailored and relevant – is it delivering the message your target group is interested in? – know your audience - Give feedback i.e. data/results/progress – and be transparent! If something isn’t quite working, don’t hide it, communicate the challenges and review the approach - Accept feedback i.e. suggestions box – your teams/peers/customers are probably in the best position to suggest improvements, also demonstrates their opinions are meaningful and helps keep people engaged. Always try and answer/acknowledge people’s feedback Lead by example – managers/senior staff walk the walk Communicate – ensure campaign progress is communicated to stakeholders, internal email, newsletter, social media, physical posters… Remind - To turn a change into a habit, it needs reminding so don’t just let the campaign go, keep monitoring and regularly review
- Committing: When you make a verbal commitment and even more when you make a written commitment
- Transparently - share your amazing work Major opportunity for leadership In the cultural and creative industries Among audiences In wider industries and interest groups Spread best practice within the industry Engage and inspire Galvanise action and change Further improve your environmental performance Gather new ideas
- Key principles to put at the heart of your communications.
- Where is your audience and how can you reach them? Consider both online and offline Multiple touchpoints Use the range of communications channels and opportunities to reinforce the message: Online Offline Before they attend your venue/begin a contract At your venue/while working with you After visiting/working with you Don’t limit yourself – what about TOUCH, SIGHT, HEARING (AND SCENT!)?
- Make the link between cause and effect. When planning an action like a competition, award, suggestion scheme make sure you have the means to feedback on people’s ideas, achievements etc.
- Resource: www.lovelyasatree.com Bear in mind that digital mediums aren’t always “greener”.