How do you create sustainable behaviour? Part III
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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.
![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](https://image.slidesharecdn.com/presentationpartiii02clean-100224142622-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-III-55-320.jpg)
![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](https://image.slidesharecdn.com/presentationpartiii02clean-100224142622-phpapp01/85/How-do-you-create-sustainable-behaviour-Part-III-56-320.jpg)
How do you create sustainable behaviour? Part III
- 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
- 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
- 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
- 86. How do you create sustainable behaviour?Part III
- 87. How do you create sustainable behaviour?Part III
- 88. 19. Make the question irrelevant
- 89. 19. Make the question irrelevant a. The answer on a plateSmarter 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 plateSmarter 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 valueSmarter Lunchrooms
- 91. 19. Make the question irrelevant a. The answer on a plateSmarter 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 valueSmarter Lunchrooms
- 92. 19. Make the question irrelevant Selective perceptiona. The answer on a plateSmarter 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 valueSmarter Lunchrooms
- 93. 19. Make the question irrelevant b. As clear as dayHow do you create energy efficiency at home?SolarWindInsulationFeedback meteringPricing
- 94. 19. Make the question irrelevant b. As clear as dayHow 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 dayHow 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 dayHow 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 normsb. As clear as dayBritish Summer Time (BST) starts on the last Sunday in March and ends on the last Sunday in October Daylight savings time | Nudge pp 51
- 99. How do you create sustainable behaviour?Part III
- 100. How do you create sustainable behaviour?Thank you(look out for part I & II)
- 101. Part I & II – Ready to download now>