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Designing for pro-environmental behaviour change Samuel Smith, BioRegional Ecobuild 2011 Designing for pro-environmental b...
Today <ul><li>PART 1  Understanding behaviours </li></ul><ul><li>PART 2  Solutions and methods </li></ul><ul><li>PART 3  A...
About BioRegional Development Group <ul><li>Environmental Charity </li></ul><ul><li>Practical Solutions </li></ul><ul><li>...
Solutions for sustainability One Planet Companies  One Planet Communities One Planet Regions BioRegional Production
UK three planet challenge
BioRegional  works with partners to demonstrate solutions for…   Products & supply chains:  wood, construction materials, ...
90% carbon reduction - indications it can be done… BioRegional projects and companies <ul><li>BedZED eco-village (72% -100...
Real-life case studies
Behaviour change <ul><li>Behaviour.  the response of an individual or group to its environment   </li></ul><ul><li>Change....
 
Influencers of behaviour
Structural Is the infrastructure or technology available? e.g. public transport, recycling bins, renewables, low impact ma...
Social and personal barriers The value- action gap Values Action “ I want to do something about the environment”
A lack of consistency between values and actions can make people feel uncomfortable <ul><li>This is resolved by either: </...
<ul><li>This is resolved by either: </li></ul><ul><li>Behaviour change </li></ul><ul><li>Changing values, attitudes or bel...
1. Structural e.g. no public transport 3. Social e.g. no one else is doing it 4. Personal e.g. hassle, time 2. Financial e...
Ideas for One Planet Living Structural Finance Social Personal
Sustainable Transport 5 minute living concept at Sanoma Mountain Village 5 minutes walk Structural
Structural <ul><li>3 years before the bid – 41 Accidents, 16 involving children </li></ul><ul><li>13 months since completi...
<ul><li>One Planet Food in Sutton </li></ul>Financial
<ul><li>Waste </li></ul><ul><li>Segregated waste bins and easy access to recycling points: </li></ul><ul><li>60% recycling...
Energy Personal
Energy Personal
Energy Energy Pay as you save Personal
But beware…
Efficiency doesn’t always guarantee carbon savings
Efficiency doesn’t always guarantee carbon savings Saved: £45 / year  Saved: 150 kg CO 2
Efficiency doesn’t always guarantee carbon savings Saved: £45 / year  Saved: 150 kg CO 2   £45 can buy Cheap flight to tur...
<ul><li>Avoiding rebounds </li></ul><ul><li>A holistic approach </li></ul><ul><li>… . that aims for spillovers </li></ul>S...
Applying all this theory
Our approach 1 Identify your aims 2 Know your audience 3 Develop messages 4 Choose your messenger 5 Engage 6 Monitor & eva...
2 Know your audience <ul><li>Are there any key influencers in the audience? </li></ul><ul><li>What incentives will interes...
3 Develop messages <ul><li>Be positive – sell the vision </li></ul><ul><li>Avoid jargon </li></ul><ul><li>Avoid green wash...
3 Develop messages Positive messages
3 Develop messages Bad messages “ If everyone in the UK washed their laundry just ten degrees cooler we would need one les...
4 Choose your messenger
5 Engage
80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted 5 Engage
80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted 5 Engage A  n...
5 Engage A  nudge  is a small thing that attracts our attention and changes our behaviour .  A  minor interventions  which...
6 Monitor & evaluate 7 Exemplify
Questions & Activity
Useful sources <ul><li>One Planet Communities – Pooran Desai </li></ul><ul><li>CAT - Zero Carbon 2030 </li></ul><ul><li>Gr...
Thanks for coming Please fill out a feedback form Samuel Smith [email_address]   Designing for pro-environmental behaviour...
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2011 Ecobuild - Designing for behaviour change

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Presentation at Ecobuild for BioRegional on designing for pro-environmental behaviour change. Looking at what shapes people's behaviour, some case studies and the approach taken at BioRegional when designing for behaviour change.

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2011 Ecobuild - Designing for behaviour change

  1. 1. Designing for pro-environmental behaviour change Samuel Smith, BioRegional Ecobuild 2011 Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com
  2. 2. Today <ul><li>PART 1 Understanding behaviours </li></ul><ul><li>PART 2 Solutions and methods </li></ul><ul><li>PART 3 Activity </li></ul>
  3. 3. About BioRegional Development Group <ul><li>Environmental Charity </li></ul><ul><li>Practical Solutions </li></ul><ul><li>BedZED </li></ul><ul><li>One Planet Programme </li></ul>
  4. 4. Solutions for sustainability One Planet Companies One Planet Communities One Planet Regions BioRegional Production
  5. 5. UK three planet challenge
  6. 6. BioRegional works with partners to demonstrate solutions for… Products & supply chains: wood, construction materials, food, paper Communities: new, retrofit, energy, transport, sustainable lifestyles
  7. 7. 90% carbon reduction - indications it can be done… BioRegional projects and companies <ul><li>BedZED eco-village (72% -100% CO2) </li></ul><ul><li>Local paper loop (93% EF, 78% energy) </li></ul><ul><li>Local charcoal (85% transport CO2) </li></ul>
  8. 8. Real-life case studies
  9. 9. Behaviour change <ul><li>Behaviour. the response of an individual or group to its environment </li></ul><ul><li>Change. to make different </li></ul>
  10. 11. Influencers of behaviour
  11. 12. Structural Is the infrastructure or technology available? e.g. public transport, recycling bins, renewables, low impact materials Financial Is it affordable? e.g. incentives, tax breaks, loans, feed-in tariff, trading, other costs Social Is the behaviour normal and acceptable? e.g. will my neighbours accept my wind turbine? Will my family let me be a vegetarian? Personal Do I want to do anything? e.g. hassle, attitude, skills, time, competing behaviours
  12. 13. Social and personal barriers The value- action gap Values Action “ I want to do something about the environment”
  13. 14. A lack of consistency between values and actions can make people feel uncomfortable <ul><li>This is resolved by either: </li></ul><ul><li>Behaviour change </li></ul><ul><li>Changing values, attitudes or beliefs </li></ul><ul><li>Denial through justification or rationalisation </li></ul>Values Action
  14. 15. <ul><li>This is resolved by either: </li></ul><ul><li>Behaviour change </li></ul><ul><li>Changing values, attitudes or beliefs </li></ul><ul><li>Denial through justification or rationalisation </li></ul>“ It’s other people’s fault” “ It’s out of my hands” “ It won’t affect me” “ It’s too hard” Values Action
  15. 16. 1. Structural e.g. no public transport 3. Social e.g. no one else is doing it 4. Personal e.g. hassle, time 2. Financial e.g. don’t have money Catalysts Barriers Solutions
  16. 17. Ideas for One Planet Living Structural Finance Social Personal
  17. 18. Sustainable Transport 5 minute living concept at Sanoma Mountain Village 5 minutes walk Structural
  18. 19. Structural <ul><li>3 years before the bid – 41 Accidents, 16 involving children </li></ul><ul><li>13 months since completing the scheme, 6 slight, 1 involving a child </li></ul><ul><li>Traffic speed reduced </li></ul><ul><li>Residents’ association still going strong </li></ul>Transport: Home Zones in West Sussex Structural
  19. 20. <ul><li>One Planet Food in Sutton </li></ul>Financial
  20. 21. <ul><li>Waste </li></ul><ul><li>Segregated waste bins and easy access to recycling points: </li></ul><ul><li>60% recycling rate (local avg~ 30%) </li></ul>BedZED Transport Car clubs helping reduce car ownership Free electric charge points Social
  21. 22. Energy Personal
  22. 23. Energy Personal
  23. 24. Energy Energy Pay as you save Personal
  24. 25. But beware…
  25. 26. Efficiency doesn’t always guarantee carbon savings
  26. 27. Efficiency doesn’t always guarantee carbon savings Saved: £45 / year Saved: 150 kg CO 2
  27. 28. Efficiency doesn’t always guarantee carbon savings Saved: £45 / year Saved: 150 kg CO 2 £45 can buy Cheap flight to turkey ~ 1,000 kg CO 2 7 yoga classes ~ 0 kg CO 2
  28. 29. <ul><li>Avoiding rebounds </li></ul><ul><li>A holistic approach </li></ul><ul><li>… . that aims for spillovers </li></ul>Spillover is the idea that if you encourage people to undertake one environmentally-friendly behaviour they'll be more likely to try another.
  29. 30. Applying all this theory
  30. 31. Our approach 1 Identify your aims 2 Know your audience 3 Develop messages 4 Choose your messenger 5 Engage 6 Monitor & evaluate 7 Exemplify
  31. 32. 2 Know your audience <ul><li>Are there any key influencers in the audience? </li></ul><ul><li>What incentives will interest them? </li></ul>Settlers Driven by safety, security, belonging Interested in energy security, safety, saving money Prospectors Driven by success, self-esteem Interested in popular schemes, top tips etc Pioneers Driven by ethics, exploration, innovation Interested in emerging technologies, being a role model
  32. 33. 3 Develop messages <ul><li>Be positive – sell the vision </li></ul><ul><li>Avoid jargon </li></ul><ul><li>Avoid green wash </li></ul><ul><li>Keep it simple </li></ul><ul><li>Keep it balanced and honest </li></ul>
  33. 34. 3 Develop messages Positive messages
  34. 35. 3 Develop messages Bad messages “ If everyone in the UK washed their laundry just ten degrees cooler we would need one less 250MW power station!!”
  35. 36. 4 Choose your messenger
  36. 37. 5 Engage
  37. 38. 80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted 5 Engage
  38. 39. 80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted 5 Engage A nudge is a small thing that attracts our attention and changes our behaviour . Minor interventions which operate unnoticed in the background. As opposed to a shove.
  39. 40. 5 Engage A nudge is a small thing that attracts our attention and changes our behaviour . A minor interventions which operate unnoticed in the background. As opposed to a shove.
  40. 41. 6 Monitor & evaluate 7 Exemplify
  41. 42. Questions & Activity
  42. 43. Useful sources <ul><li>One Planet Communities – Pooran Desai </li></ul><ul><li>CAT - Zero Carbon 2030 </li></ul><ul><li>Green Alliance publications </li></ul><ul><li>Futerra publications </li></ul><ul><li>COIN network </li></ul><ul><li>UK Gov - MINDSPACE </li></ul><ul><li>Defra – Engagement model </li></ul><ul><li>Kaizen Partnership – Engagement </li></ul>
  43. 44. Thanks for coming Please fill out a feedback form Samuel Smith [email_address] Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com

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