The document discusses strategies for fostering sustainable behavior through various methods such as social norms, feedback mechanisms, and commitments. It highlights examples from initiatives encouraging practices like towel reuse in hotels, energy consumption awareness, and washing clothes at lower temperatures. Emphasis is placed on creating a supportive environment that influences individuals' decisions without direct questioning.

1. How do you create sustainable behaviour?Part IIIFebruary 2010Oliver Payne,Founder, CEO, The Hunting DynastyColwyn Elder, Partner, Director of Planning & Strategy,

2. 13. Let the feedback ask the question

3. 14. Don’t ask. (Tell.)

4. 15. Ask nothing, other than simply to measure

5. 16. Don’t ask anything – then go public

6. 17. Ask for a commitment – in the future

7. 18. Ask kinetically

8. 19. Make the question irrelevant

11. How do you create sustainable behaviour?Part III

12. How do you create sustainable behaviour?Part III

13. 13. Let the feedback ask the question

14. 13. Let the feedback ask the questionEasy rideryourbikeishot.com have made a downloadable notice to put on other people’s bicycles, reinforcing bikes and bike riding as an activity that has a positive influence on one’s social standing

15. 13. Let the feedback ask the question(Herd instinct)Social normsEasy rideryourbikeishot.com have made a downloadable notice to put on other people’s bicycles, reinforcing bikes and bike riding as an activity that has a positive influence on one’s social standing

16. 13. Let the feedback ask the questionc. A ball of energyAttempts by Southern California Edison to notify people of their energy use with e-mails and text messages did no good. Chicago Tribune | A gentle prod to go green

17. 13. Let the feedback ask the questionc. A ball of energyThey tried an Ambient Orb – apersonal energy meter in theshape of a little ball:It glows red when people are using lots of energy

18. It glows green when their use is modest.Chicago Tribune | A gentle prod to go green

19. 13. Let the feedback ask the questionc. A ball of energyThey tried an Ambient Orb – apersonal energy meter in theshape of a little ball:Within weeks users of the orbreduced their energy consumptionduring peak times by 40%Chicago Tribune | A gentle prod to go green

20. 13. Let the feedback ask the questionSocial normsLoss aversionc. A ball of energyThey tried an Ambient Orb – apersonal energy meter in theshape of a little ball:Within weeks users of the orbreduced their energy consumptionduring peak times by 40%Chicago Tribune | A gentle prod to go green

21. How do you create sustainable behaviour?Part III

22. How do you create sustainable behaviour?Part III

23. 14. Don’t ask. (Tell.)

24. 14. Don’t ask. (Tell.)a. Towel reuse In an upscale hotel in Phoenix, USA one of these cards was placed in guestrooms urging towel reuse: 1. Help Save The Environment – (respect for nature) 2. Help Save Resources For Future Generations – (saving energy)3. Partner With Us To Help Save The Environment – (co-operate)4. Join Your Fellow Citizens In Helping To Save The Environment – (what other guest do in that room)US Government Subcommittee on Research & Science Education :: September 25, 2007The Contribution of the Social Sciences to the Energy Challenge

25. 14. Don’t ask. (Tell.)a. Towel reuse In an upscale hotel in Phoenix, USA one of these cards was placed in guestrooms urging towel reuse: 1. Help Save The Environment – (respect for nature) 2. Help Save Resources For Future Generations – (saving energy)3. Partner With Us To Help Save The Environment – (co-operate)4. Join Your Fellow Citizens In Helping To Save The Environment – (what other guest do in that room)Only this message reinforces a social norm US Government Subcommittee on Research & Science Education :: September 25, 2007The Contribution of the Social Sciences to the Energy Challenge

26. 14. Don’t ask. (Tell.)a. Towel reuse In an upscale hotel in Phoenix, USA one of these cards was placed in guestrooms urging towel reuse: 1. Help Save The Environment – (respect for nature) 2. Help Save Resources For Future Generations – (saving energy)3. Partner With Us To Help Save The Environment – (co-operate)4. Join Your Fellow Citizens In Helping To Save The Environment – (what other guest do in that room)Guests exposed to this message were 34% more likely to recycle their towelsUS Government Subcommittee on Research & Science Education :: September 25, 2007The Contribution of the Social Sciences to the Energy Challenge

27. 14. Don’t ask. (Tell.)Social normsa. Towel reuse In an upscale hotel in Phoenix, USA one of these cards was placed in guestrooms urging towel reuse: 1. Help Save The Environment – (respect for nature) 2. Help Save Resources For Future Generations – (saving energy)3. Partner With Us To Help Save The Environment – (co-operate)4. Join Your Fellow Citizens In Helping To Save The Environment – (what other guest do in that room)Guests exposed to this message were 34% more likely to recycle their towelsUS Government Subcommittee on Research & Science Education :: September 25, 2007The Contribution of the Social Sciences to the Energy Challenge

28. 14. Don’t ask. (Tell.)b. Tax doesn’t have to be taxing (no, really)In Australia, tax-payers were informed that that normal practice was honesty in tax returnsHEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

29. 14. Don’t ask. (Tell.)b. Tax doesn’t have to be taxing (no, really)In Australia, tax-payers were informed that that normal practice was honesty in tax returns Deductions plunged by 47%(over $800 million Aus$ extra revenue)HEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

30. 14. Don’t ask. (Tell.)b. Tax doesn’t have to be taxing (no, really)Minnesota tried to increase honesty on tax returns with 4 types of intervention: Taxes go to good worksThreats risk of punishmentHow to get help if confusedTold that 90% of people complied in fullHEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

31. 14. Don’t ask. (Tell.)b. Tax doesn’t have to be taxing (no, really)Minnesota tried to increase honesty on tax returns with 4 types of intervention: Taxes go to good worksThreats risk of punishmentHow to get help if confusedTold that 90% of people complied in fullThis was the only intervention to workHEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

32. 14. Don’t ask. (Tell.)Social normsb. Tax doesn’t have to be taxing (no, really)Minnesota tried to increase honesty on tax returns with 4 types of intervention: Taxes go to good worksThreats risk of punishmentHow to get help if confusedTold that 90% of people complied in fullThis was the only intervention to workHEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

33. How do you create sustainable behaviour?Part III

34. How do you create sustainable behaviour?Part III

35. 15. Ask nothing, other than simply to measure

36. 15. Ask nothing, other than simply to measureCompetitive DadWhen a Jeep driver got a Prius he became fixated with stretching hismileage as far as possibleFor Hybrid Drivers, Every Trip Is a Race for Fuel Efficiency | Washington Post | 2008

37. 15. Ask nothing, other than simply to measureCompetitive DadWhen a Jeep driver got a Prius he became fixated with stretching hismileage as far as possibleHis record is 57.4 mpg

38. More than double the 27.5 mpg that non-hybrid cars are required to deliver under US lawFor Hybrid Drivers, Every Trip Is a Race for Fuel Efficiency | Washington Post | 2008

39. 15. Ask nothing, other than simply to measureCompetitive DadWhen a Jeep driver got a Prius he became fixated with stretching hismileage as far as possibleHis record is 57.4 mpg

40. More than double the 27.5 mpg that non-hybrid cars are required to deliver under US law“It has totally changed my driving in that for the first time I’m completely cognizant of how the car works.” (Washington Post)Loss aversionFor Hybrid Drivers, Every Trip Is a Race for Fuel Efficiency | Washington Post | 2008

41. 15. Ask nothing, other than simply to measureSwitched onIn 1923 a study was carried out at Hawthorne Works, Illinois to see ifworkers would become more productive in:Higher levels of light Lower levels of light The Hawthorn Effect | Bad Science | Ben Goldachre | pp 139

42. 15. Ask nothing, other than simply to measureSwitched onIn 1923 a study was carried out at Hawthorne Works, Illinois to see ifworkers would become more productive in:Higher levels of light Lower levels of light The workers' productivity improved when ANY changes were madeThe Hawthorn Effect | Bad Science | Ben Goldachre | pp 139

43. 15. Ask nothing, other than simply to measureSwitched onIn 1923 a study was carried out at Hawthorne Works, Illinois to see ifworkers would become more productive in:Higher levels of light Lower levels of light The workers' productivity improved when ANY changes were madeExposure effectThe Hawthorn Effect | Bad Science | Ben Goldachre | pp 139

44. How do you create sustainable behaviour?Part III

45. How do you create sustainable behaviour?Part III

46. 16. Don’t ask anything – other than they go public

47. 16. Don’t ask anything – other than they go publica. A clean winLos Angeles restaurants required to display hygiene grades in their windows HEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

48. 16. Don’t ask anything – other than they go publica. A clean winLos Angeles restaurants required to display hygiene grades in their windows Many made hygiene improvements

49. C-graded restaurants lost revenue

50. A-grade ratings up from 58% to 83% (mostly from consumer choice) Food-borne-illness hospitalisations decreased by up to 20% HEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

51. 16. Don’t ask anything – other than they go publica. A clean winLos Angeles restaurants required to display hygiene grades in their windows Social norms Many made hygiene improvements

52. C-graded restaurants lost revenue

53. A-grade ratings up from 58% to 83% (mostly from consumer choice) Food-borne-illness hospitalisations decreased by up to 20% HEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

54. 16. Don’t ask anything – other than they go publicb. S’up?Wattson is a personal energy meter fromdesign firm, DIY KyotoDerek Foster developed the WattsUpapplication to record users’ live and historicalhousehold energy consumption via theWattson monitor – and then transmits the datato FacebookMicrosoft Windows Developer Center | Featured Application – WattsUp

55. 16. Don’t ask anything – other than they go publicb. S’up?“By using Facebook as the delivery platform it [WattsUp] introduces social psychology elements such as peer-pressure and normative behaviour between friends which can introduce competitiveness to reduce energy usage.”Derek Foster, post-graduate, University of YorkMicrosoft Windows Developer Center | Featured Application – WattsUp

56. 16. Don’t ask anything – other than they go publicSocial normsb. S’up?“By using Facebook as the delivery platform it [WattsUp] introduces social psychology elements such as peer-pressure and normative behaviour between friends which can introduce competitiveness to reduce energy usage.”Derek Foster, post-graduate, University of YorkMicrosoft Windows Developer Center | Featured Application – WattsUp

57. How do you create sustainable behaviour?Part III

58. How do you create sustainable behaviour?Part III

59. 17. Ask for a commitment – in the future

60. 17. Ask for a commitment – in the futurea. Water water everywhereA shower timer asks for us to commit to a length of time using our clear-thinking rational brain, rather than leaving the decision to our pleasure-demanding ‘me, now’ brain HEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

61. 17. Ask for a commitment – in the futureTemporal discountinga. Water water everywhereA shower timer asks for us to commit to a length of time using our clear-thinking rational brain, rather than leaving the decision to our pleasure-demanding ‘me, now’ brain ‘time-inconsistent preferencing’ is a recognition that we can prefer one outcome in a low-stimulus (i.e. reflective) context, and a different outcome in a high-stimulus (i.e. tempting) context.HEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research

62. 17. Ask for a commitment – in the futureb. Do a good turnWill you wash your clothes in colder water?80% of washing machine’s energy heats water

63. Switching from 40°to 30°saves 40% of washing machine’s energy

64. Ariel created powder to wash at 30°Do a good turn

65. 17. Ask for a commitment – in the futureb. Do a good turnWill you wash your clothes in colder water?80% of washing machine’s energy heats water

66. Switching from 40°to 30°saves 40% of washing machine’s energy

67. Ariel created powder to wash at 30°“Did you know that if every household in London turned to 30°, there would be enough money saved to pay 24,769 families fuel & power bills for a full year”Do a good turn

68. 17. Ask for a commitment – in the futureb. Do a good turnWill you wash your clothes in colder water?The illustration of creating a commitment is key

69. The actual effect of turning to 30°is small“Did you know that if every household in London turned to 30°, there would be enough money saved to pay 24,769 families fuel & power bills for a full year”Do a good turn

70. 17. Ask for a commitment – in the futureb. Do a good turnWill you wash your clothes in colder water?The illustration of creating a commitment is key

71. The actual effect of turning to 30°is smallThe maths:There are 3,000,000 homes in London (Office for National Statistics, 2001)Saving 24,769 families fuel & power = 0.83% of total fuel & power need “Did you know that if every household in London turned to 30°, there would be enough money saved to pay 24,769 families fuel & power bills for a full year”Do a good turn

72. 17. Ask for a commitment – in the futureTemporal discountingb. Do a good turnWill you wash your clothes in colder water?The illustration of creating a commitment is key

73. The actual effect of turning to 30°is smallThe maths:There are 3,000,000 homes in London (Office for National Statistics, 2001)Saving 24,769 families fuel & power = 0.83% of total fuel & power need “Did you know that if every household in London turned to 30°, there would be enough money saved to pay 24,769 families fuel & power bills for a full year”Do a good turn

74. 17. Ask for a commitment – in the futurePut a contract on yourselfSTICKK.com enables users to form commitment contracts to help them achieve their personal goals. These goals may be to lose weight, run a marathon, etcSTICKK.com

75. 17. Ask for a commitment – in the futurePut a contract on yourselfThe Commitment Contract concept is based on two well known principles of behavioural economics: People don't always do what they claim they want to do, and

76. Incentives get people to do thingsSTICKK.com

77. 17. Ask for a commitment – in the futureTemporal discountingPut a contract on yourselfThe Commitment Contract concept is based on two well known principles of behavioural economics: People don't always do what they claim they want to do, and

78. Incentives get people to do thingsSTICKK.com

79. How do you create sustainable behaviour?Part III

80. How do you create sustainable behaviour?Part III

81. 18. Ask kinetically

82. 18. Ask kineticallya. Lights. Out.Communicating ‘turn off the lights’ in a hotel is tricky – the guest derives no personal benefit (either delayed or short-term) by turning off lights, etcSo what do you say??A gentle prod to go green: Turning wishes into actions a matter of showing people the way | Chicago Tribune | Thaler, Sunstein | 2008

83. 18. Ask kineticallya. Lights. Out.Link to an action that is in the interests of the guest:“In some hotel rooms, guests are required to insert their room key card into a slot by the door to turn on the lights and air conditioning. When they leave the room and take their key, the lights and AC are automatically turned off.” Chicago Tribune A gentle prod to go green: Turning wishes into actions a matter of showing people the way | Chicago Tribune | Thaler, Sunstein | 2008

84. 18. Ask kineticallyc. Square pegArchitect Shigeru Ban is well-known for his innovative use of paper as a structural element. Can he minimise the amount of wasted lavatory paper?Squared Toilet Paper = Less Waste | TreeHugger | Kimberley D. Mok | 2009

85. 18. Ask kineticallyc. Square peg Make the tube square instead of round - Each tug is met with resistance - Only take what you really needCan he minimise the amount of wasted lavatory paper?Squared Toilet Paper = Less Waste | TreeHugger | Kimberley D. Mok | 2009