This presentation was designed for attendees at the Oakland NewCo Festival and gives an overview of the theory and practice of environmental outreach to the public and the framework for behavior change.
This study estimates the temporary and permanent stock price impact of tweets posted by firms during the day, and shows how various tweet attributes (i.e. valence and subject matter) contribute to these effects. It reveals that tweets reflecting either valence (positive or negative) or subject matter (consumer or competitor orientation) generate temporary price impact; tweets that incorporate both valence and subject matter are associated with permanent price impacts. Informed by the findings of this study, marketing managers can tailor tweets to elicit the desired level of permanent or temporary impacts on a firm’s stock price
This study finds that on average, corporate social responsibility (CSR) initiatives that seek to reduce a brand’s harm to society and the environment (“corrective” and “compensating”) provide a boost to the sales of participating brands, while CSR actions focused on philanthropy (“cultivating goodwill”) lead to a slight drop in sales. Thus, brands should strive to “clean up their own mess” before engaging in philanthropy, which consumers may view as insincere and aimed simply at garnering consumer goodwill. In sum, managers should reconsider engaging in CSR actions that cannot be clearly linked to reducing the brand’s harm on society or the environment.
The Experience of Online Distribution Elsewhere in the WorldKevin Pledge
Session 7 from Acceptiv Online Distribution Conference Sept 2017
Some say North America is at least 5 years behind the UK when it comes to online distribution. Is this true, and what lesson can we learn from the UK and other countries?
Listening to, Engaging with and Caring for Customers with Social Storytelling...Energy Digital Summit
This presentation was written by Adam Brown with Salesforce.com. Adam was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.
This study estimates the temporary and permanent stock price impact of tweets posted by firms during the day, and shows how various tweet attributes (i.e. valence and subject matter) contribute to these effects. It reveals that tweets reflecting either valence (positive or negative) or subject matter (consumer or competitor orientation) generate temporary price impact; tweets that incorporate both valence and subject matter are associated with permanent price impacts. Informed by the findings of this study, marketing managers can tailor tweets to elicit the desired level of permanent or temporary impacts on a firm’s stock price
This study finds that on average, corporate social responsibility (CSR) initiatives that seek to reduce a brand’s harm to society and the environment (“corrective” and “compensating”) provide a boost to the sales of participating brands, while CSR actions focused on philanthropy (“cultivating goodwill”) lead to a slight drop in sales. Thus, brands should strive to “clean up their own mess” before engaging in philanthropy, which consumers may view as insincere and aimed simply at garnering consumer goodwill. In sum, managers should reconsider engaging in CSR actions that cannot be clearly linked to reducing the brand’s harm on society or the environment.
The Experience of Online Distribution Elsewhere in the WorldKevin Pledge
Session 7 from Acceptiv Online Distribution Conference Sept 2017
Some say North America is at least 5 years behind the UK when it comes to online distribution. Is this true, and what lesson can we learn from the UK and other countries?
Listening to, Engaging with and Caring for Customers with Social Storytelling...Energy Digital Summit
This presentation was written by Adam Brown with Salesforce.com. Adam was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.
Customer Experience Management (CEM) is quickly becoming the new focus for companies looking to capture and keep market share. But what most companies are missing is that CEM starts at home, with all its employees, and not just the marketing department. During this session Digital Clarity Group's Cathy McKnight explored how shifting from an inside-out, to outside-in perspective, and adopting CEM as a company wide imperative – from the tools and systems available, to how they are used, to how employee work and collaborate – is critical to a company’s survival, let alone success.
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldAnu Adegbola
Measurement is having what may be the biggest shake-up yet in 2024, with cookie deprecation looming, and AI and signals taking over from traditional attribution.
For anyone running Paid Media, particularly upper funnel Social or Brand campaigns, this might be worrying!
Amy shares practical ways to evolve measurement using 1st party data, with options for brands at both ends of the brand / performance spend spectrum. Plus, what 3rd party tools & new platform options are available to help you understand what impact your spend is having on business goals.
In 2014, Twitter users tweeted 277,000 times every minute. Facebook users shared more than 2.4 million pieces of content. And Instagram users posted 216,000 new photos. Do you know how much of that digital information was created by your audiences about your brand or organization? And how much of it was in response to your marketing efforts? How can you sift through volumes of social data to tell which element of your paid, owned and earned campaign activity is the most effective?
Join this webinar to learn:
--How to stop being overwhelmed by the amount of social data out there by using the appropriate measurement tools.
--How to figure out which of your marketing efforts are actually paying off.
--How to use social listening to find out who is talking about your brand and on which platforms.
--How to move from data to actionable insights.
Innovation in Product Development - MIT ID InnovationPankaj Deshpande
Innovation in Product Development simply refers to the innovation of a new product or the improvement of an existing one.
For more details, visit : https://mitidinnovation.com/recreation/what-is-product-innovation-development-and-why-is-it-important/
Manage Your Reputation in the Moments That MatterKali Pearson
A customer’s decision to visit your store or choose your brand can be swayed by negative feedback or a low rating. Learn more about the importance of reputation at the local level; solutions on how brands can manage these critical moments that matter; and how DAC Group helps our enterprise clients succeed through local, media, content, and technology solutions.
Privacy-proofing your Paid Social - BrightonSEO Paid Social Show talk 2023 (1...AmyStamper4
This will talk based on what Amy's learned over the past 12 months as the Paid Social landscape has changed. She will touch on iOS14, sunset of cookies and other privacy factors for anyone unfamiliar with the direction of travel.
She'll also focus on practical ways that marketers can build their campaigns and still measure results, even in a time of belt-tightening and data loss.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Marketing Analytics with Mcdonald's Data ScientistPromotable
Alex Gaski - Data Scientist @ Mcdonald's discusses marketing analytics from the Data Science perspective and how to get Better Marketing Measurement.
About Promotable: At Promotable, we create education solutions that empower career potential and advancement. We teach in-demand and marketable skills that can help anyone advance in his or her career.
Customer Experience Management (CEM) is quickly becoming the new focus for companies looking to capture and keep market share. But what most companies are missing is that CEM starts at home, with all its employees, and not just the marketing department. During this session Digital Clarity Group's Cathy McKnight explored how shifting from an inside-out, to outside-in perspective, and adopting CEM as a company wide imperative – from the tools and systems available, to how they are used, to how employee work and collaborate – is critical to a company’s survival, let alone success.
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldAnu Adegbola
Measurement is having what may be the biggest shake-up yet in 2024, with cookie deprecation looming, and AI and signals taking over from traditional attribution.
For anyone running Paid Media, particularly upper funnel Social or Brand campaigns, this might be worrying!
Amy shares practical ways to evolve measurement using 1st party data, with options for brands at both ends of the brand / performance spend spectrum. Plus, what 3rd party tools & new platform options are available to help you understand what impact your spend is having on business goals.
In 2014, Twitter users tweeted 277,000 times every minute. Facebook users shared more than 2.4 million pieces of content. And Instagram users posted 216,000 new photos. Do you know how much of that digital information was created by your audiences about your brand or organization? And how much of it was in response to your marketing efforts? How can you sift through volumes of social data to tell which element of your paid, owned and earned campaign activity is the most effective?
Join this webinar to learn:
--How to stop being overwhelmed by the amount of social data out there by using the appropriate measurement tools.
--How to figure out which of your marketing efforts are actually paying off.
--How to use social listening to find out who is talking about your brand and on which platforms.
--How to move from data to actionable insights.
Innovation in Product Development - MIT ID InnovationPankaj Deshpande
Innovation in Product Development simply refers to the innovation of a new product or the improvement of an existing one.
For more details, visit : https://mitidinnovation.com/recreation/what-is-product-innovation-development-and-why-is-it-important/
Manage Your Reputation in the Moments That MatterKali Pearson
A customer’s decision to visit your store or choose your brand can be swayed by negative feedback or a low rating. Learn more about the importance of reputation at the local level; solutions on how brands can manage these critical moments that matter; and how DAC Group helps our enterprise clients succeed through local, media, content, and technology solutions.
Privacy-proofing your Paid Social - BrightonSEO Paid Social Show talk 2023 (1...AmyStamper4
This will talk based on what Amy's learned over the past 12 months as the Paid Social landscape has changed. She will touch on iOS14, sunset of cookies and other privacy factors for anyone unfamiliar with the direction of travel.
She'll also focus on practical ways that marketers can build their campaigns and still measure results, even in a time of belt-tightening and data loss.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Marketing Analytics with Mcdonald's Data ScientistPromotable
Alex Gaski - Data Scientist @ Mcdonald's discusses marketing analytics from the Data Science perspective and how to get Better Marketing Measurement.
About Promotable: At Promotable, we create education solutions that empower career potential and advancement. We teach in-demand and marketable skills that can help anyone advance in his or her career.
What is digital marketing? What it is not? Via https://www.g2mteam.com/Einav Laviv
People confuse between digital marketing, social media marketing, or marketing in general. Some myths need to be debugged. We are here to sort things out.
Outperform Webinar Series: How to Capture Your Customers at the Top of the Fu...Optimizely
How to Capture Your Customers at the Top of the Funnel
Website metrics, like purchases and form submissions, are top of mind for marketers—but how can you impact those key metrics if users leave as soon as they land on your website?
Join Optimizely’s lead strategy consultant, Alek Toumert, to learn how to engage visitors the moment they arrive at your site through experimentation.
The power of me: The impact of personalization on marketing performanceEpsilon Marketing
The appeal for personalization is high among consumers. They not only want it, but expect it. And our research found that personalization is profitable. For more information contact us here: https://us.epsilon.com/data-driven-marketing-solutions-contact-us
Gigantic Idea Studio presented results from a 2023 survey on Californians' understanding of the connection of food waste (via methane emissions in landfill) to the climate crisis.
Hard Numbers, Hard Truths: Using Surveys and Spot Checks to Guide Zero Waste ...Gigantic Idea Studio
We know it’s best to base outreach on data that we get from research. Formal research can be costly, but actionable data is all around us – and it can help make public outreach more effective.
For the 2022 California Resource Recovery Association (CRRA) Conference, Gigantic participated in a session about the use of surveys and spot checks to guide outreach. Our presentation gave examples from two of Gigantic’s clients: Cities of Milpitas and Livermore.
The implementation of SB 1383 was a major focus at this year’s California Resource Recovery Association (CRRA) Conference. As results come in, communicating about SB 1383 implementation and the efforts to reduce emissions will be important; but how much do Californians already know about food waste and its connection to climate change? We conducted a brief statewide survey of Californians to ask a few questions about their understanding of greenhouse gas emissions, landfill and food waste.
Keeping It Clean: Communicating Anti-Contamination Messaging in the New Recyc...Gigantic Idea Studio
Recycling Markets are changing, China's National Sword policy has tightened what is and isn't accepted in the recycling marketplace. Bottles, cans, plastic, all need to be clean, empty of food and liquids. Items need to be sorted into the right cart. So how do you communicate this to the public? Our presentation shows our work as well as that of a few haulers on ways to clearly communicate what can & can't be put in the cart.
Gigantic's presentation at the 2018 California Resource Recovery Association conference looks at the challenge of finding custom tailored solutions for environmental problems of littering, pollution and illegal dumping.
Sez Who? Choosing the Right Messenger for Environmental Outreach SuccessGigantic Idea Studio
This session focuses on choosing the most effective messenger for environmental outreach by non profits and government agencies.We look at benefits and challenges of using mascots, peers and social media characters to deliver messages on waste, recycling, litter prevention, etc.
Presented at California Resource Recovery Association (CRRA). Simple tips to refresh your environmental outreach to reach the right audience with the right message
Gigantic Idea Studio's presentation: Not Just the Facts Ma'am: Getting your Message to Matter. Presented Aug. 6, 2015 at the California Resource Recovery Association Conference in Los Angeles.
An overview of designing outreach that is bite sized and how it can help deliver a filling, long-lasting message that promotes behavior change.
Presentation given by Gigantic Idea Studio at the California Resource Recovery Association (CRRA) Conference in San Jose, California on August 5, 2014.
www.gigantic-idea.com
UNDERSTANDING WHAT GREEN WASHING IS!.pdfJulietMogola
Many companies today use green washing to lure the public into thinking they are conserving the environment but in real sense they are doing more harm. There have been such several cases from very big companies here in Kenya and also globally. This ranges from various sectors from manufacturing and goes to consumer products. Educating people on greenwashing will enable people to make better choices based on their analysis and not on what they see on marketing sites.
Characterization and the Kinetics of drying at the drying oven and with micro...Open Access Research Paper
The objective of this work is to contribute to valorization de Nephelium lappaceum by the characterization of kinetics of drying of seeds of Nephelium lappaceum. The seeds were dehydrated until a constant mass respectively in a drying oven and a microwawe oven. The temperatures and the powers of drying are respectively: 50, 60 and 70°C and 140, 280 and 420 W. The results show that the curves of drying of seeds of Nephelium lappaceum do not present a phase of constant kinetics. The coefficients of diffusion vary between 2.09.10-8 to 2.98. 10-8m-2/s in the interval of 50°C at 70°C and between 4.83×10-07 at 9.04×10-07 m-8/s for the powers going of 140 W with 420 W the relation between Arrhenius and a value of energy of activation of 16.49 kJ. mol-1 expressed the effect of the temperature on effective diffusivity.
Epcon is One of the World's leading Manufacturing Companies.EpconLP
Epcon is One of the World's leading Manufacturing Companies. With over 4000 installations worldwide, EPCON has been pioneering new techniques since 1977 that have become industry standards now. Founded in 1977, Epcon has grown from a one-man operation to a global leader in developing and manufacturing innovative air pollution control technology and industrial heating equipment.
Artificial Reefs by Kuddle Life Foundation - May 2024punit537210
Situated in Pondicherry, India, Kuddle Life Foundation is a charitable, non-profit and non-governmental organization (NGO) dedicated to improving the living standards of coastal communities and simultaneously placing a strong emphasis on the protection of marine ecosystems.
One of the key areas we work in is Artificial Reefs. This presentation captures our journey so far and our learnings. We hope you get as excited about marine conservation and artificial reefs as we are.
Please visit our website: https://kuddlelife.org
Our Instagram channel:
@kuddlelifefoundation
Our Linkedin Page:
https://www.linkedin.com/company/kuddlelifefoundation/
and write to us if you have any questions:
info@kuddlelife.org
Climate Change All over the World .pptxsairaanwer024
Climate change refers to significant and lasting changes in the average weather patterns over periods ranging from decades to millions of years. It encompasses both global warming driven by human emissions of greenhouse gases and the resulting large-scale shifts in weather patterns. While climate change is a natural phenomenon, human activities, particularly since the Industrial Revolution, have accelerated its pace and intensity
Willie Nelson Net Worth: A Journey Through Music, Movies, and Business Venturesgreendigital
Willie Nelson is a name that resonates within the world of music and entertainment. Known for his unique voice, and masterful guitar skills. and an extraordinary career spanning several decades. Nelson has become a legend in the country music scene. But, his influence extends far beyond the realm of music. with ventures in acting, writing, activism, and business. This comprehensive article delves into Willie Nelson net worth. exploring the various facets of his career that have contributed to his large fortune.
Follow us on: Pinterest
Introduction
Willie Nelson net worth is a testament to his enduring influence and success in many fields. Born on April 29, 1933, in Abbott, Texas. Nelson's journey from a humble beginning to becoming one of the most iconic figures in American music is nothing short of inspirational. His net worth, which estimated to be around $25 million as of 2024. reflects a career that is as diverse as it is prolific.
Early Life and Musical Beginnings
Humble Origins
Willie Hugh Nelson was born during the Great Depression. a time of significant economic hardship in the United States. Raised by his grandparents. Nelson found solace and inspiration in music from an early age. His grandmother taught him to play the guitar. setting the stage for what would become an illustrious career.
First Steps in Music
Nelson's initial foray into the music industry was fraught with challenges. He moved to Nashville, Tennessee, to pursue his dreams, but success did not come . Working as a songwriter, Nelson penned hits for other artists. which helped him gain a foothold in the competitive music scene. His songwriting skills contributed to his early earnings. laying the foundation for his net worth.
Rise to Stardom
Breakthrough Albums
The 1970s marked a turning point in Willie Nelson's career. His albums "Shotgun Willie" (1973), "Red Headed Stranger" (1975). and "Stardust" (1978) received critical acclaim and commercial success. These albums not only solidified his position in the country music genre. but also introduced his music to a broader audience. The success of these albums played a crucial role in boosting Willie Nelson net worth.
Iconic Songs
Willie Nelson net worth is also attributed to his extensive catalog of hit songs. Tracks like "Blue Eyes Crying in the Rain," "On the Road Again," and "Always on My Mind" have become timeless classics. These songs have not only earned Nelson large royalties but have also ensured his continued relevance in the music industry.
Acting and Film Career
Hollywood Ventures
In addition to his music career, Willie Nelson has also made a mark in Hollywood. His distinctive personality and on-screen presence have landed him roles in several films and television shows. Notable appearances include roles in "The Electric Horseman" (1979), "Honeysuckle Rose" (1980), and "Barbarosa" (1982). These acting gigs have added a significant amount to Willie Nelson net worth.
Television Appearances
Nelson's char
WRI’s brand new “Food Service Playbook for Promoting Sustainable Food Choices” gives food service operators the very latest strategies for creating dining environments that empower consumers to choose sustainable, plant-rich dishes. This research builds off our first guide for food service, now with industry experience and insights from nearly 350 academic trials.
"Understanding the Carbon Cycle: Processes, Human Impacts, and Strategies for...MMariSelvam4
The carbon cycle is a critical component of Earth's environmental system, governing the movement and transformation of carbon through various reservoirs, including the atmosphere, oceans, soil, and living organisms. This complex cycle involves several key processes such as photosynthesis, respiration, decomposition, and carbon sequestration, each contributing to the regulation of carbon levels on the planet.
Human activities, particularly fossil fuel combustion and deforestation, have significantly altered the natural carbon cycle, leading to increased atmospheric carbon dioxide concentrations and driving climate change. Understanding the intricacies of the carbon cycle is essential for assessing the impacts of these changes and developing effective mitigation strategies.
By studying the carbon cycle, scientists can identify carbon sources and sinks, measure carbon fluxes, and predict future trends. This knowledge is crucial for crafting policies aimed at reducing carbon emissions, enhancing carbon storage, and promoting sustainable practices. The carbon cycle's interplay with climate systems, ecosystems, and human activities underscores its importance in maintaining a stable and healthy planet.
In-depth exploration of the carbon cycle reveals the delicate balance required to sustain life and the urgent need to address anthropogenic influences. Through research, education, and policy, we can work towards restoring equilibrium in the carbon cycle and ensuring a sustainable future for generations to come.
8. What is social marketing?
“Marketing designed to influence the
voluntary behavior of target audiences in
order to improve their personal welfare
and that of their society, not for
commercial gain.”
Good morning! Thanks for choosing to visit Gigantic Idea Studio. Before I launch into talking a lot about us and what we do, I’d like to learn more about you all. It helps me connect to you as fellow humans—and as we’ll see as we share more about our work, it’s this connection that fosters meaningful change. I’d like to know your first name and what your favorite movie is. I’ll go first. Well, I’m Lisa, and my favorite movie of all time (and I define this as a comfort movie, one that I’ve watched over and over) is Star Wars. Ok. How about you start us off….(point to someone in the room)
Thanks! Now let me tell you more about Gigantic Idea Studio, and the practice of behavior change for the environment.
Gigantic Idea Studio is a firm specializing in the promotion of environmental programs and behaviors. We pride ourselves on connecting creativity and strategy to design outreach for a healthy planet.
Gigantic is a mission driven company, and I’d like to share what inspired our founding. My first job after moving here in the mid-90s was a freelance assignment to visit a landfill, write an article, interview staff, and take some photos (my background is in design, photography and writing). Before this I’d never given a second thought to garbage or where it goes. What I saw shocked me a bit. The system our advanced society has created for handling waste (basically dig a hole, line the hole…fill it up and let it sit)—seemed well, wasteful! There were so many recognizable, usable items in the pile of discards, not to mention the raw materials with economic value, things like—metals and paper— that our products are made from. When I did give a thought to landfills, I always believed, like so many others, that waste in landfills eventually dissolved away. But it turns out, even biodegradeable items, like the lettuce shown here, don’t fully biodegrade in landfills. In the 1970s & 80s, a Garbologist named William Rathje began excavating landfills and found food items like 40-50 years old hot dogs!. This lettuce had been in the Fresh Kills landfill in New York, for 25 years!
It seemed to me there must be a better way. I and realized I could use my skills to support efforts to keep our air, water and land healthy with effective communications and outreach.
But I haven’t done this alone—there is a stellar team here at Gigantic—[Introduce Team]
NYT 1992 article: But the hands-down winner, the one that still makes him shake his head in disbelief, is an order of guacamole he recently unearthed. Almost as good as new, it sat next to a newspaper apparently thrown out the same day. The date was 1967.
-------
I’ll begin sharing what we do here with something for Throwback Thursday: We helped promote some of the very first curbside recycling programs in California, in the mid-90s—fostering a major societal behavior change in terms of how the Bay Area residents handled their trash, requiring separation and sorting. This is from Albany CA, just north of Berkeley. These were also the days of 2-color printing, hand-drawn art!
Recycling turned out to be a 1990s “gateway drug”…not only for me, but for our culture as well. As recycling became a household word, “Green” and “Sustainability” became mainstream concepts in the 2000s, and a serious part of doing business for many forward-thinking enterprises. Environmental consciousness was higher than any point since the movement’s beginnings in the 1960s.
Since the start of recycling programs, environmental research grew and began to tell an urgent story---that human emissions have altered the climate—there is a big swirling plastic garbage patch in the ocean the size of Texas. And the fields of social psychology and behavioral science began to do some serious research on how to apply their knowledge specifically on how to foster sustainable behavior.
Fast forward to today, and we’ve changed and grown, Gigantically, with both our by utilizing the latest research on behavior change in our work, and by working on other pressing environmental topics—such as water pollution, litter, used oil recycling.
These are some of our clients…Most are public agencies and non-profits whose missions include reducing waste and preventing water pollution.
Here is a a current project for a Bay Area agency called the Clean Water Program Alameda County. This is digital photo mosaic, where each of these little squares is an idividual photo of someone making a pledge to stop litter, and always use the garbage and recycling cans. If you zoom in you can see the photo in detail. This project combined social media and advertising with behavior change strategies such as gathering pledges, known as commitments in behavioral science, and person-to-person outreach. We’ll learn more about commitments and how they work to change behavior a little later in the presentation.
What is social marketing? No, it isn’t Twitter, Facebook & Pinterest….
Social Marketing is the original name for marketing designed to change behavior.
Let’s take an example, using kid’s toothpaste.
Now this Dora the Explorer toothpaste is cleverly designed to appeal to its target market. Pretty easy to catch the eye of a 3-5 year and make them beg their Mom to buy it!
Contrast that with getting them to brush their teeth—much harder, and as I can attest it’s a daily battle, even with older kids. My son, Jackson is 9, and brushing his teeth is the only thing he does fast, because he doesn’t want to do it. So every day I’m confronted with the decision to make it a battle or not.
Changing behavior can be more challenging than selling a product. Rewards are often intangible. It’s the difference between fostering one-time switch vs. recurring actions.
Commercial Marketing: Trying to persuade people to change brands. Behavior already exists.
Mass media, branding are often enough.
Social Marketing:
Trying to persuade people to change their behavior.
Usually many more barriers than with commercial marketing.
Mass media almost never enough.
Now back to my daily brushing battles with Jackson. One day, after I told him for the umpteenth time to go back and brush longer he said, “Mom, I how do I know it’s two minutes?! Dustin has a toothbrush that plays a song and when it’s over he knows he can stop brushing.”
So this is a nice example of business offering a product that addresses a health behavior, and gains a marketing edge in the process. By offering a toothbrush that plays a two minute tune, it offers kids and stressed out parents an easy way to get to the two minute mark without the daily argument about brushing teeth. Maybe not the most sustainable solution, but it illustrates how business can use behavior change strategies.
In behavioral science, this is called a prompt. Something that reminds you –at the time of action—to do what you need to do.
Although behavior change for the environment is a specialized field, on it’s basic level, it also has much in common with the how new product innovations are adopted by consumers.
In the next section, we’ll discuss some tools and frameworks of behavior change marketing that works for environmental outreach – and applies to you, as well.
Truly making an impact whether reducing emissions, increasing recycling, or introducing a new product that saves energy—takes a combination of program or product design, as well as marketing and messaging. Like any product innovation, your success depends on the design of a good solution---whether you’ve got a new app or device or are starting a recycling program. Your solution must be human-centered, and use behavioral insights. All the best marketing or communication in the world can’t get over what we in behavior change call “structural barriers” For instance, don’t expect littering to decrease if there are no garbage cans, or a product to succeed if users can’t figure out how to use it.
Such was the case with the first generation of programmable thermostats.
Touted as the answer to energy savings, evaluations revealed that actual energy savings for these devices often fell short of promises. ENERGY STAR® to suspended labeling programmable thermostats in 2009, citing that the device itself does not save energy, but instead, actual energy savings depend on user behaviors.
According to “How People Actually Use Thermostats”, (2012) 89% of survey respondents reported that they rarely or never adjusted the thermostat to set a weekend or weekday program. 54% of respondents report using the on/off within the last week, suggesting that many users treat programmable thermostats like manual thermostats.[2]
From ACEEE study
Does anyone know where these photos were taken?
These photos show the same event – the election of the Catholic Pope – 8 years apart. During that time, a new innovation came to be widely adopted. This process of behavior adoption can be predicted by a few key behavior change strategic tools.
One of the models we use to design campaign strategies is from a theory called “Diffusion of Innovations.” This theory was developed by communications professor Everett Rogers and goes back to the 60s. It seeks to explain how an innovation – a new idea, technology or simply a behavior – spreads and gets adopted.
In his theory, Rogers proposes that there are stages through which people move when adopting a new idea, technology, or in this case, behavior. They are awareness, persuasion, decision, implementation, and confirmation.
In our work, we find the use of persuasion strategies get the least attention, or is done in a way that doesn’t support what we know about why and how people change.
How do you persuade?
Decisions are based on Attitudes, Values, past Behaviors, and Priorities – we know that facts are not enough to change behavior.
Especially in environmental outreach too many facts—especially facts about seemingly insurmountable changes such melting icebergs or disappearing coral reefs for example—can overwhelm people and lead to inaction.
It doesn’t work in commercial marketing either, you know that Coke or Pepsi, don’t sell their product by listing the ingredients. They sell perception of experience and use branding to persuade.
Best practices in communication includes an appeal to the whole person – the head, the heart, and the need to act. Facts are important, but they need support. Emotional appeals—used by product marketing and storytelling, a common tool in our multi-media world, are some of the ways we try to persuade people to act.
It’s great to understand how an individual moves through adoption of a behavior, but how do innovations move through our society?
You may recognize this from marketing 101 This is another insight by Everett Rogers who brought us the Diffusion of Innovations stages. The bell curve in this chart represents how all groups roughly break down in regards to the adoption of an innovation, i.e. a new product or behavior
To make change on a large enough scale to matter, whether your looking to affect Carbon PPM or increasing revenues, we need to move the majority after bringing on board the innovators and early adopters—because change starts there—but it shouldn’t stop there. How do we do this?
In green behavior change, we are frequently concerned with “re-framing” a behavior that seems weird, such as separating your trash or composting food waste. This ad from Renault showcases how reframing makes a new, eco-friendly product feel “safe” and “normal”
RENAULT ad https://www.youtube.com/watch?v=9Q24UxF-6ns&list=PLn1xiSWksiiYiCPy4FUAR1HCADBuiPRVb&index=24
Another way of looking at reframing is norming. It can be helpful to move the majority—that large portion of our society---or your target market—that are not risk takers, they don’t want to stick out. In general, people are more likely to do what others around them are doing. In seeing that your neighbors have adopted a behavior, you are more likely to adopt it, too.
PLAY VIDEO
Apple is a good example. My uncles and aunts from suburban Chicago used to roll their eyes at me for owning a Mac because they saw it as weird and a little bit snobby. Now they all have ipads, iphones and some macbooks or ilmacs.
This is where our practice uses some additional techniques and tactics specific to behavior change. But again, many of these can be applied to business, especially in when designing new products, developing branding, and creating customer loyalty.
CBSM introduction, cite McKenzie-Mohr
CBSM takes a social science approach to behavior change. So, we need to begin by isolating the behavior. We see in the Bay Area many pleas to “Recycle Food Scraps” in the green cart. But Dr. McKenzie-Mohr says each different food item may have a different challenge to overcome. Our team developed this video to use in a multi-touch campaign in the City of Livermore, that focuses on just one item: Pizza boxes. Surveys of recycling and organics carts found this to be a commonly misunderstood item, and gave a concise clear cut call to action.
The next step is to use research to identify why someone might change their behavior—what’s a benefit?
And what might prevent them from doing so—a barrier.
Let’s take Food Scrap recycling as an example—what are benefits? Whar are barriers?
Once you understand the barriers and benefits, you can start identifying tactics to promote benefits and address barriers. Dr. Wesley Shultz quantified various tactics in terms of the amount of actual, measurable change observed.
This chart shows the level of effectiveness in terms of reach and behavior change of various tactics. In person outreach has the highest rate of change, but lowest reach. Alternatively, mass media has a high reach but low effectiveness of behavior change.
Still good to support the message with mass media, especially in the awareness phase of the diffusion of innovations..
From research done by Wes Schultz.
Since it was determined to be so effective, we’re going to close out the presentation with some examples of how behavior change uses personal contact. Although specific to our work, these might apply in your work too.
Supporting the decision making stage:
Public commitments work because after agreeing to do something in public, a person is more likely to want to be seen as acting consistently with that commitment. Commitments induce a positive self-perception that helps solidify an individual’s decision to act.
Another —behavior change specific strategy that uses personal contact, which is also used by political organizers, is door to door outreach.
Reference Evaluation by Lisa Schumatz, another behavior change researcher, quantified results from a Colorado recycling program that used Block Leader volunteers to visit neighbors. The block leaders went door to door to explain the program in person. These test areas also received a direct mail brochure. When compared to blocks that only received a brochure in the mail, the door-to-door outreach yielded 33% more recyclables collected, and a participation rate 3x higher.
For businesses looking to engage employees on sustainability initiatives, having green teams talk to co-workers can be a great way to foster change in the workplace.
Another in-person tactic is event outreach.
Event outreach can leverage person to person with educational games run by trained outreach staff.
Our team created a three cart game for Oakland Recycles to promote composting and recycling behaviors.
The game works with our senses. It begins with a noisy and attention getting prize wheel. The prize wheel lands on a photo of a common discard and the player must find that game piece and walk over and determine which is the proper cart to use. We coach players as needed and encourage them to look for clues under the lids. The player is engaged kinetically by taking the item, recognizing what it is and physically placing it in the right cart. This aids recall when they are back at home and encounter the same item.
Players constantly leave the game and say “I learned something today!”
So where does this leave us 20 years later? In the waste sector, California has increased diversion from 28% to 65%...but there are still pressing issues, including overall consumption/disposal increasing, and other environmental issues—pollution and climate change being the most pressing. If we can use insights from human psychology, not just data…and work smartly to change behavior and promote innovations that make a difference, we can make progress. Hopefully more of us will use these practices to help support the health of our environment. After all, it supports us!
Here’s how you can reach us if you’d like to connect. Sign up for our blog on our website, for more tips and stories. Also, follow us on Twitter, like our Facebook page, and see our videos on Youtube.
Next we’ll dedicate some time for questions, or share a challenge you may be facing in your work that these techniques might address, and we can brainstorm some solutions for you.
Thank you!