This webinar will be the follow up of the webinar presented in January 2015 on what works and doenst in DSM behavioural interventions. Research has shown that achieving lasting behavioural change in DSM is unlikely to take place if only individual behaviours are targeted while the context in which these behaviours are embedded remains the same. Best practices examples and social scientific studies have accumulated over the past years and provide interesting insights. This presentation will report on relevant behaviour change research and practicable recommendations and approaches in the transport and SME domains. This initiative, started as a task under the umbrella of the International Energy Agency, is entitled ´Closing the loop. Behavioural change in DSM: From Theory to Practice.

1. TASK 24
Closing the Loop
Ruth Mourik
DSM University May13th 2015
Do NOT take away their steering wheel! How to
achieve behavioural change in the transport and
SME sector

2. Achieving lasting behavioural change in DSM
is unlikely to take place
if only individual behaviours are targeted
while the context in which these behaviours are embedded
remains the same
Conclusions

3. In General:
Do: Know what model or theory underlies (your) intervention design,
implementation, M&E
Do: Acknowledge that every model or theory is useful
for what it aims to do
Do: Take the end-user perspective as a starting point

4. 4
Various psychological theories: norm activation, TPB, Social marketing,
Transport

5. 5
Theories used
A Story on Murray & Sachs descriptive theory informed transport interventions
We know your car makes your world go round
And it still can, but slightly differently, and guess what, you will be even more in control than before!
You just need to rethink if the way you drive really is the best way to treat your car…
We know you will act as soon as we train you and show you how to take even better care of your
beloved car.
Do not worry about those other drivers, they form the 99,9% that is really bad at driving, do not
compare yourself to them..
You know, there are really cool ways to find out how good this new driving is for your car, its engine
and your wallet too!
Don't worry, only your driving will change, the car stays the same, you might even pimp it with the
savings you yield!
It's all about you and your car and of course your money.
The environment and road safety? Oh well, you will contribute to that as well, sorry about that..
You can do all the monitoring, and even compete with yourself or palls on the road. Do not worry we
will not touch your car, we know what it means to you.
If we want to know what your impact is we will use boring stats such as traffic accidents (not saying
you caused them before) or emission reductions (that is good for the kids with asthma)

6. 1. Don’t take away their wheels
2. Cars reflect lifestyles
3. You need more than one tool to fix a car (or its driver)
4. Trust is everything
5. Pre-scope and Train, Visualise the Gap betwee actual and goal
behaviour
6. Be Smart, Drive smart
7. A new car/license is a great place to start changing
8. Infrastructure matters!
9. You’re never alone when you’re driving
10.Risk messages can be risky
11.Money isn't everything

7. 7
Transport interventions often perform ok
• Psychological disciplines underpinning manage to nudge a certain
percentage
• Focused on both habitual and one-off decision behaviour
• The programmes are relatively easy to evaluate quantitatively
• Reduction C02 emissions/Cost of measure/Total number of cars sold…
But if we want to tell a learning story:
• Programmes focus mainly on individuals
• Although one-off programmes, continuity of behaviour should be
monitored, sustained
• Feedback can be integrated more successfully
• Infrastructure and policy are key supportive measures!
• Burden and costs too often placed on people
What can we learn?

8. SME
interventions

9. Nudging and social norms theories
9
Theories used
enayetkabir.blogspot.com
greenbookblog.com

10. 1. It Can’t all come from the top or the bottom
2. Benchmark your heart out
3. Its all about the people
4. Shared goals are half the work/contests help
5. Don’t be afraid to lose the nay sayers
6. Nudging is what it is; a nudge, not a life saver: continue!
7. Show who’s leading/validate success
8. Tailoring is essential
9. Build capacity, involve intermediaries
10. Share learnings

11. Achieving lasting behavioural change in DSM
is unlikely to take place
if only individual behaviours are targeted
while the context in which these behaviours are embedded
remains the same
Closing the Loop

12. 12

13. JOIN US?
subtask 5
Expert platform
www.ieadsm.org
Ruth.mourik@Duneworks.nl
drsea@orcon.net.nz
@Ruthmourik
@drsearotmann

14. 14
The End