Part three in a series of three: Full of examples of behavioural change that create, or can create, sustainable actions. Includes measurement of success and the name of the corresponding behavioural quirk(s).
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How do you create sustainable behaviour? Part III
1. How do you create sustainable behaviour? Part III February 2010 Oliver Payne,Founder, CEO, The Hunting Dynasty Colwyn Elder, Partner, Director of Planning & Strategy ,
14. 13. Let the feedback ask the question Easy rider yourbikeishot.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 norms Easy rider yourbikeishot.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 question c. A ball of energy Attempts 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
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18. It glows green when their use is modest.Chicago Tribune | A gentle prod to go green
19. 13. Let the feedback ask the question c. A ball of energy They tried an Ambient Orb – a personal energy meter in the shape of a little ball: Within weeks users of the orb reduced their energy consumption during peak times by 40% Chicago Tribune | A gentle prod to go green
20. 13. Let the feedback ask the question Social norms Loss aversion c. A ball of energy They tried an Ambient Orb – a personal energy meter in the shape of a little ball: Within weeks users of the orb reduced their energy consumption during 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
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, 2007 The 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, 2007 The 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 towels US Government Subcommittee on Research & Science Education :: September 25, 2007 The Contribution of the Social Sciences to the Energy Challenge
27. 14. Don’t ask. (Tell.) Social norms 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 towels US Government Subcommittee on Research & Science Education :: September 25, 2007 The 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 returns HEADS, 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 works Threats risk of punishment How to get help if confused Told that 90% of people complied in full HEADS, 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 works Threats risk of punishment How to get help if confused Told that 90% of people complied in full This was the only intervention to work HEADS, YOU DIE: Bad decisions, choice architecture, and how to mitigate predictable irrationality | Jack Fuller | Per Capita research
32. 14. Don’t ask. (Tell.) Social norms 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 works Threats risk of punishment How to get help if confused Told that 90% of people complied in full This was the only intervention to work HEADS, 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
36. 15. Ask nothing, other than simply to measure Competitive Dad When a Jeep driver got a Prius he became fixated with stretching his mileage as far as possible For Hybrid Drivers, Every Trip Is a Race for Fuel Efficiency | Washington Post | 2008
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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
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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 aversion For Hybrid Drivers, Every Trip Is a Race for Fuel Efficiency | Washington Post | 2008
41. 15. Ask nothing, other than simply to measure Switched on In 1923 a study was carried out at Hawthorne Works, Illinois to see if workers 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 measure Switched on In 1923 a study was carried out at Hawthorne Works, Illinois to see if workers would become more productive in: Higher levels of light Lower levels of light The workers' productivity improved when ANY changes were made The Hawthorn Effect | Bad Science | Ben Goldachre | pp 139
43. 15. Ask nothing, other than simply to measure Switched on In 1923 a study was carried out at Hawthorne Works, Illinois to see if workers would become more productive in: Higher levels of light Lower levels of light The workers' productivity improved when ANY changes were made Exposure effect The 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
47. 16. Don’t ask anything – other than they go public a. A clean win Los 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
54. 16. Don’t ask anything – other than they go public b. S’up? Wattson is a personal energy meter from design firm, DIY Kyoto Derek Foster developed the WattsUp application to record users’ live and historical household energy consumption via the Wattson monitor – and then transmits the data to Facebook Microsoft Windows Developer Center | Featured Application – WattsUp
55. 16. Don’t ask anything – other than they go public b. 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 York Microsoft Windows Developer Center | Featured Application – WattsUp
56. 16. Don’t ask anything – other than they go public Social norms b. 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 York Microsoft Windows Developer Center | Featured Application – WattsUp
57. How do you create sustainable behaviour? Part III
58. How do you create sustainable behaviour? Part III
60. 17. Ask for a commitment – in the future a. Water water everywhere A 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 future Temporal discounting a. Water water everywhere A 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
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.
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
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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.
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 future Put a contract on yourself STICKK.com enables users to form commitment contracts to help them achieve their personal goals. These goals may be to lose weight, run a marathon, etc STICKK.com
82. 18. Ask kinetically a. 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, etc So 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 kinetically a. 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 kinetically c. Square peg Architect 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 kinetically c. Square peg Make the tube square instead of round - Each tug is met with resistance - Only take what you really need Can he minimise the amount of wasted lavatory paper? Squared Toilet Paper = Less Waste | TreeHugger | Kimberley D. Mok | 2009
86. How do you create sustainable behaviour? Part III
87. How do you create sustainable behaviour? Part III
89. 19. Make the question irrelevant a. The answer on a plate Smarter Lunchrooms’ mission is to design sustainable research-based lunchrooms that subtly guide smarter choices. How do they make their healthy menu more popular? Smarter Lunchrooms
90. 19. Make the question irrelevant a. The answer on a plate Smarter Lunchrooms’ mission is to design sustainable research-based lunchrooms that subtly guide smarter choices. They make the plates smaller, making the food look a lot bigger, and a lot better value Smarter Lunchrooms
91. 19. Make the question irrelevant a. The answer on a plate Smarter Lunchrooms’ mission is to design sustainable research-based lunchrooms that subtly guide smarter choices. They make the plates smaller, making the food look a lot bigger, and a lot better value Smarter Lunchrooms
92. 19. Make the question irrelevant Selective perception a. The answer on a plate Smarter Lunchrooms’ mission is to design sustainable research-based lunchrooms that subtly guide smarter choices. They make the plates smaller, making the food look a lot bigger, and a lot better value Smarter Lunchrooms
93. 19. Make the question irrelevant b. As clear as day How do you create energy efficiency at home? Solar Wind Insulation Feedback metering Pricing
94. 19. Make the question irrelevant b. As clear as day How do you create energy efficiency at home? During his time as Ambassador to France from 1776–1785, Benjamin Franklin suggested Parisians economise on candles by rising earlier to use morning sunlight… Daylight savings time | Nudge pp 51
95. 19. Make the question irrelevant b. As clear as day How do you create energy efficiency at home? In 1916 Germany and its World War I allies were the first European nations to move the clocks forwards and backwards as a way to conserve coal during wartime… Daylight savings time | Nudge pp 51
96. 19. Make the question irrelevant b. As clear as day How do you create energy efficiency at home? Britain, most of its allies, and many European neutrals soon followed. Daylight savings time | Nudge pp 51
97. 19. Make the question irrelevant Social norms b. As clear as day British Summer Time (BST) starts on the last Sunday in March and ends on the last Sunday in October Daylight savings time | Nudge pp 51
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99. How do you create sustainable behaviour? Part III
100. How do you create sustainable behaviour? Thank you (look out for part I & II)