SlideShare a Scribd company logo
Engaging Stakeholders to
Advance Green Purchasing
Sarah Church, Alameda County
In Context: SPLC Framework
Needed to Engage
Educate AND Motivate
 Who decides?
 Listen
 Identify “barriers”
& “benefits”
 Integrate
Applying Community-Based
Social Marketing
 Uses social psychology
research to understand
actions and motivations
 All about changing
behavior
Social Norming: Poster
Social Norming:
Amplify an Example
 Interviewed Probation
Department
 Their interests mirrored in
other departments
 Developed “Plan-Ahead
Ordering” based on their
success
 Told the story
Convenience: Make Green Easy
 Collaborated with
Vendor: Green
Favorites List
 Easier to buy…
 ….and easier to track
Social Diffusion:
The Messenger Matters
 “Green & Healthy”
Event and meeting
certification
 Identified “green
champions”
 Free pitchers for
meetings
Prompts:
When and Where They Decide
 “Range anxiety”
 Bad news travels
 Be as close to the
decision as possible
Address Challenges: Work
within other requirements
 Small, Local Emerging Businesses
 Find synergies between the programs
 Address challenges FOR your buyers
Resources
 Alameda County (more about our
engagement strategies): www.acsustain.org
 CBSM.com (articles, case studies, forums):
www.cbsm.com
 Tools of Change (free social marketing
planning tools and resources)
www.toolsofchange.org
Questions?
Activity
Sarah Church, Sustainability Project Manager, Alameda County
sarah.church@acgov.org
Thank You!

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SPLC 2019 Summit: Accelerating a Culture of Sustainable Procurement through Staff Engagement and Training

Editor's Notes

  1. We recognized that many of our sustainability initiatives not only involved sustainable purchasing, something we knew we would want to devote energy to, but that even if our centralized purchasing office did everything it could, there was still a human element, a behavior change element, that had to shift. [click] If we wanted to shift our vehicle fleet to EVs, we had to make sure employees were comfortable with range and plugging in. [click] If we wanted to switch to recycled content office supplies, each department or team might have their own admin staff ordering… we had to familiarize employees with these products and new processes. [click] If we wanted to cut what we sent to the landfill, we would have to shift norms and product selection for small and large events being planned across 20 agencies.
  2. Their interests: save time, don’t do the same process over and over if it can be done once, cut down on paperwork
  3. Questions for their worksheets: Think of some decision-makers whose engagement might improve your green purchasing outcomes. Who are they? What motivates them? What bugs them? How might sustainability be aligned with their goals? Which of the strategies (social norming, social diffusion, prompts, addressing challenges) might help you engage these decision-makers?
  4. Questions for their worksheets: Think of some decision-makers whose engagement might improve your green purchasing outcomes. Who are they? What motivates them? What bugs them? How might sustainability be aligned with their goals? Which of the strategies (social norming, social diffusion, prompts, addressing challenges) might help you engage these decision-makers?
  5. Thank you! We would love to hear more about how you are using CBSM and answer questions. [pause for questions if time]