Sustainable behaviors

SUSTAINABLE
Behaviors
Najmeh Mirzaie
Prof. Scott Boylston
Fall 2012

Contents
2
Sustainability and Sustainable behavior
History and Theories
The Expansion Model
The Sustainability Model
Wicked Problems
Prescriptive and Predictive Theories
Influential leaders
Victor J. Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
Natural Capitalism
Frameworks
Biomimicry and Industrial ecology
Cradle to Cradle and Lean thinking
Life Cycle Analysis (LCA)
Total Beauty
Social Return on Investment (SROI)
Thinking in systems
Sustainable Behaviors in practice
Sustainable living in organizations
The social Impact of new global capitalism
Community-based social marketing
User experiences and designers influence
Conclusion

3
Sustainability
and
Sustainable behavior

4
is ways of living in which current economic,
environmental & social concerns are responsibly embraced
and infuse our various endeavors.
Stuart Walker, Sustainable by Design
Sustainability

“Sustainability in
design is about fully
engaging in the world
in a way that is
empathetic, intuitive,
and aesthetic.”
Stuart Walker, Sustainable by Design
5
Napa, CA
Photo by Najmeh Mirzaie

“Sustainable development is a type of a
development that would enable us to meet
our needs in ways that would not
jeopardize the potential of future
generations to meet their needs.”
Our common future, 1987
6
Sustainable Development

“Sustainable development is a type of a
development that would enable us to meet
our needs in ways that would not
jeopardize the potential of future
generations to meet their needs.”
Our common future, 1987
7
Sustainable Development

8
least energy to be
produced and used &
could be recycled
Currently, the idea is growing that to really
effect change, sustainable design must be
capable of changing user
behavior.
Sustainable Behavior

9
Currently, the idea is growing that to really
effect change, sustainable design must be
capable of changing user
behavior.
This notion of the
significance of user behavior in terms of
environmental implications has led to design for
what is called
“sustainable behavior.”
least energy to be
produced and used &
could be recycled

10
“Behavior change is the corner-stone
of sustainability.”
Dough McKenzie-Mohr, 2011

11
“Behavior change is the corner-stone
of sustainability.”
Dough McKenzie-Mohr, 2011

12
Sustainable behavior goal is to create a harmonization
between these two concerns with key element of
behaviors.
User-Centered Design Society-Centered
Design

13
Chicago1909IndustrialRevolution
http://theoccasionalceo.blogspot.com/
History and Theories
Industrial revolution
Expansion Model
Sustainability Model
Culture of sustainability
Wicked problems

14
History & Theories
Expansion Model
Wicked problems
Design was about
• artistic sensibilities and making money
• giving form to materials and forms for mass production
• is embedded in customer culture

15
History & Theories
Expansion Model
Wicked problems
Time magazine, March, 2012
http://www.bellona.org/weblog/1298561302.96
http://212access.com/commute-nj-to-nyc/
1)Uncontrollable
growth of human
population
3) Consumption
http://victorsellsout.blogspot.com/2012/11/a-short-
one-scene-sketch-i-wrote-while.html
2)Pollution
5) Transformation
4) Waste
http://www.scienceclarified.com/Vi-Z/Waste-
Management.html#b

16
History & Theories
Expansion Model
Wicked problems
1)Uncontrollable
growth of
human
population
3) Consumption
2)Pollution
5) Transformation
4) Waste
These five criteria have
been considered as the
main changes of our
human society that impact
the ecology.
Zach Nilsson, Deep ecology presentation, Applied
Theory in Sustainability, Fall 2012

17
Expansion
Model
The
world
markets
products
foremost as
token of
economic
exchange
capita
become
a part of the
accumulation of
private or
corporate wealth
History & Theories
Expansion Model
Wicked problems

18
Expansion
Model
The
world
markets
products
foremost as
token of
economic
exchange
capita
become
a part of the
accumulation of
private or
corporate wealth
Continuing
& powerful
is
Because of
Political
power &
control are
serious
defense
policy of
global
sustainability
Human
Betterment
require
technological
innovation
History & Theories
Expansion Model
Wicked problems

19
no restraints on
product refinement
different level of quality
conspicuous
consumption
Expansion Model
Results
History & Theories
Expansion Model
Wicked problems

20
no restraints on
product refinement
different level of quality
conspicuous
consumption
1. extraordinary range of products 2. symbolic statement
3.demand with
no end
4. Radical Monopoly
Expansion Model
Results
History & Theories
Expansion Model
Wicked problems

21
History & Theories
Expansion Model
Wicked problems
no restraints on
product refinement
different level of
quality
conspicuous
consumption
1. extraordinary
range of products
2. symbolic
statement
3.demand with
no end
4. Radical
Monopoly
Expansion Model
Results
Concept of
Well-being
designing effective,
accessible, beautiful products
democratization of
access to products
social disaster
ecological disaster

22
History & Theories
Expansion Model
Wicked problems

23
History & Theories
Expansion Model
Wicked problems
Sustainability
Model
The
world
a system
ecological
checks
ecological
balances
finite
resources

24
History & Theories
Expansion Model
Wicked problems
Sustainability
Model
The
world
a system
ecological
checks
ecological
balances
finite
resources
is driving
dynamic
growth of
production
& trade
disable
To
accommodate
development of
an emerging
global economy

25
History & Theories
Expansion Model
Wicked problems
Primary Question for Design Profession
Predictive theories
How to reinvent design culture to culture of sustainability?

26
History & Theories
Expansion Model
Wicked problems
Primary Question for Design Profession
How to reinvent design culture to culture of sustainability?
Prescriptive environmental scenarios and theories

27
Influential Leaders
"Act so that the effects of your action are compatible
with the permanence of genuine human life".
Hans Jonas
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini

28
Victor Papanek
(1923–1998),
Design for the Real World: Human
Ecology and Social Change (1971)
Socially responsible design
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
“Industrial designers has put
murder on a mass production
basis, they have become a
dangerous breed.”
Design practices should
focus on
• products, low
technology
• designing for the
disabled
• creating new goods
to counter growing
environmental
problems
• indigenous people

29
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
Pioneer of social approach in design
Design Issues, from 1984
There is not any social changes between
designers, they have failed to promote
the argument of what they want to see.
Victor Margolin
The scope of research of social design
• public
• the economics of social interventions
• lives of underserved populations
• manufacturing socially responsible
products
• the way they are received by populations
in need
Designers are
among those whose
positive
contributions are
essential to building
of a more humane
world.
Designer as
producers.

30
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
leader in sustainable development
"Hero for the Planet”
The Hannover Principles: Design for Sustainability as
guidelines for the City of Hannover's EXPO 2000.
Cradle to Cradle: Remaking the Way We Make Things, 2002
Eliminate our waste
diversity
systems like a tree
Less bad is not good, is less
bad!
A regulation about
checking the safety of
companies materials
It is a time for responsible designing for
7.044 billion population of the world.
William McDonough

31
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
A widely published author and speaker
Design Issues
Two terms as President of the Design Research Society
Richard Buchanan
The implication of the idea
that design is grounded in
human dignity and human
rights.
Design is not merely an
adornment of cultural life but
one of the practical disciplines of
responsible action.
Expand the role of design in sustaining,
developing, and integrating human beings
into broader ecological and cultural
environments.

32
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
Richard Buchanan
Four Domains of Design to solve Wicked Problems
Design has a capacity to connect and integrate
useful knowledge from the arts and sciences alike,
but in ways that are suited to the problems and
purposes of the present.

33
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
Ezio Manzini
Ezio Manzini
An Italian design strategist
One of the world’s leading experts on sustainable design
Founder of the DESIS
(Design for Social Innovation towards Sustainability)
Small, local, open and connected
When there is no
room for choice,
there is no design.
• Promote a sustainable wellbeing
• Enable people to live as they like, and
in a sustainable way.
• Enhance social innovation, and steer it
towards more sustainable ways of
living
Passive to active
User as a co-producer
A system that enable people to fulfill
their potentials
Design should change
towards socialization

34
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
Ezio Manzini
Ethic of Responsibility
Radical changes
requires
Social
expectations
Society
systems
in
Social
innovations
Will result in
in
Creative
communities
Designers
behaviors
Social agent
becomeAs
Partners
of
Micro
transformation
Local system
discontinuity
Challenging
traditional ways
means

35
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
Ezio Manzini
Radical changes
requires
Social
expectations
Society
systems
in
Social
innovations
Will result in
in
Creative
communities
Designers
behaviors
Social agent
becomeAs
Partners
of
Willbeachievedby
Micro
transformation
New radicalism in
consumption scenarios
Local system
discontinuity
Durability Services Decreased consumptionArtifact life cycle
User Relationship
Challenging
traditional ways
means

36
Influential Leaders
Victor Papanek
Victor Margolin
William McDonough
Richard Buchanan
Ezio Manzini
Ezio Manzini
Radical changes
requires
Social
expectations
Society
systems
in
Social
innovations
Will result in
in
Creative
communities
Designers
behaviors
Social agent
becomeAs
Partners
of
Willbeachievedby
Micro
transformation
New radicalism in
consumption scenarios
Local system
discontinuity
Durability Services Decreased consumptionArtifact life cycle
User Relationship
Challenging
traditional ways
means
Cooperative
strategies
has
Consistency with the
fundamental
principles
low energy and
material intensity
high regenerative
potential
are

37
Natural Capitalism
Chatsworth House, UK
Photo by Najmeh Mirzaie
“Humankind has inherited a 3.8 billion year store of
natural capital. At present rates of use and
degradation, there will be little left by the end of
the next century.”
(Hawken & et. al, 1999)

Natural
Capitalism
All the resources
from water to oil
Living systems from
grasslands to ocean
serious connections
the production and use
of human-made capital
supply of natural
capital
is
advocates
between
and

39
Natural
Capitalism
All the resources
from water to oil
Living systems from
grasslands to ocean
serious connections
supply of natural
capital
four central
strategies
enabling means of
countries, companies,
and communities
human financial
manufacture natural
is
advocates
between
and
propose
as
to operate in a
way that
were valued
For necessary
capitals of
economy
(Hawken & et. al, 1999, Natural Capitalism;
Creating the Next Industrial Revolution)

40
Natural
Capitalism
All the resources
from water to oil
Living systems from
grasslands to ocean
serious connections
supply of natural
capital
four central
strategies
enabling means of
and communities
human financial
manufacture natural
is
advocates
between
and
propose
as
to operate in a
way that
were valued
1. Radical resource
productivity For necessary
capitals of
economy
2. Biomimicry
3. Service & flow
economy
4. Investing in
natural capital

41
Natural
Capitalism
All the resources
from water to oil
Living systems from
grasslands to ocean
serious connections
supply of natural
capital
four central
strategies
enabling means of
and communities
human financial
manufacture natural
is
advocates
between
and
propose
as
to operate in a
way that
were valued
1. Radical resource
productivity
cornerstone
For necessary
capitals of
economyis of
stop the
ruin of
biosphere
Profitable
biosphere
to employ
people
Because of
protect the living systems
& social consistency
therefore
2. Biomimicry
3. Service & flow
economy
4. Investing in
natural capital

42
Natural
Capitalism
All the resources
from water to oil
Living systems from
grasslands to ocean
serious connections
supply of natural
capital
four central
strategies
enabling means of
and communities
human financial
manufacture natural
is
advocates
between
and
propose
as
to operate in a
way that
were valued
1. Radical resource
productivity
cornerstone
For necessary
capitals of
economyis of
2. Biomimicry
a new science about creative
adoption of nature
is
3. Service & flow
economy
4. Investing in
natural capital
a shift from economy of
good & purchases to one
of service and flow
is
reinvestment in
sustaining, restoring, &
expanding stocks of
natural capital
refers to

43
Natural
Capitalism
All the resources
from water to oil
Living systems from
grasslands to ocean
serious connections
supply of natural
capital
four central
strategies
enabling means of
and communities
human financial
manufacture natural
is
advocates
between
and
propose
as
to operate in a
way that
were valued
1. Radical resource
productivity
cornerstone
For necessary
capitals of
economyis of
2. Biomimicry
3. Service & flow
economy a shift from economy of
good & purchases to one
of service and flow
is
4. Investing in
natural capital
reinvestment in
sustaining, restoring, &
expanding stocks of
natural capital
refers to
a new science about
creative adoption of
nature
is
stop the
ruin of
biosphere
Profitable
biosphere
to employ
people
Because of
protect the
living systems
& social
consistency
therefore

44
Four central strategies
natural capitalism
1. Radical
resource
productivity
2. Biomimicry
3. Service & flow
economy
4. Investing in
natural capital
economy of
good &
purchases
economy of
service & flow
Is a shift
to

45
natural capitalism
1. Radical
resource
productivity
2. Biomimicry
3. Service & flow
economy
4. Investing in
natural capital
economy of good
& purchases
economy of
service & flow
Is a shift
to
manufacturers
where
long-
lasting
upgradable durables
Services

46
natural capitalism
1. Radical
resource
productivity
2. Biomimicry
3. Service & flow
economy
4. Investing in
natural capital
economy of good
& purchases
economy of
service & flow
Is a shift
to
manufacturers
where
long-
lasting
upgradable durables
Services
results rather
than equipment
satisfaction
rather than
product itself.
and
sellinggoal is

47
natural capitalism
1. Radical
resource
productivity
2. Biomimicry
3. Service & flow
economy
4. Investing in
natural capital
economy of good
& purchases
economy of
service & flow
Is a shift
to
manufacturers
where
long-
lasting
upgradable durables
Services
results rather than
equipment
satisfaction rather than
product itself.
and
sellinggoal is
Products
repair
reuse
For
continuous
remanufacturing

48
natural capitalism
1. Radical
resource
productivity
2. Biomimicry
3. Service & flow
economy
4. Investing in
natural capital
economy of good
& purchases
economy of
service & flow
Is a shift
to
manufacturers
where
long-
lasting
upgradable durables
Services
results rather than
equipment
satisfaction rather than
product itself.
and
sellinggoal is
Products
repair
reuse
For
continuous
remanufacturing
Cradle
to
cradle
product is a
means, not
an end!

49
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Social Return on Investment

50
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Biomimcry
Biomimicry
A new science
is
Ecological
standards
Rightness of
innovations
uses
Tojudge

51
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Biomimcry
Biomimicry
A new science
is
Ecological
standards
Rightness of
innovations
uses
Tojudge
takes
inspirations
Nature’s designs &
processes
from
Human problems
To solve

52
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Biomimcry
Biomimicry
A new science
is
Ecological
standards
Rightness of
innovations
uses
Tojudge
takes
inspirations
Nature’s designs &
processes
from
Human problems
To solve
A new way
View Evaluation
Nature
is
of
of
Nature
MODEL MEASURE MENTOR
as
Are connected

53
Industrial ecology changing our very niche
within the ecosystem learning how to be self-
renewing right where we are.
Moves towards
Three types of systems in nature
Type I-
(The Industrial
evolution)
Type II
(Present industrial
flows)
Type III
(Blueprint of our
future survival)
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Biomimcry
Table 1- Ten commandments of mature ecosystems, Type III
1) Use waste as a resource
2) Diversify and cooperate
to fully use the habitat
Peaceful coexistence and precompetitive cooperation between
companies in a similar niche allows for innovation at lower costs.
3) Gather and use energy
efficiently
4) Optimize rather than
maximize
Slowing down the through out of the materials and emphasizing the
quality rather than quantity of the new things is required as quality
provides durability.
5) Use materials sparingly
6) Don’t foul your own
nest
Perhaps the best way to keep from fouling our air, water, and soil is to
stop producing toxins, or irregularly high fluxes of any sort.
7) Don’t draw down
resources
8) Remain in balance with
the biosphere
9) Run on information What we need to establish are feedback links among and within
businesses as well as feedback from the environment to businesses.
10) Shop locally The idea of an economy that suits the land and takes advantage of its
local attributes would bring us closer to mirroring organisms that have
evolved to be local experts.

54
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Cradle to Cradle
Calling for the transformation of human industry through
ecologically intelligent design
Creating products, industrial systems, buildings, even
regional plans that allow nature and commerce to fruitfully
co-exist.
McDonough Braungart Design Chemistry
(Services to companies- Leaving a 'positive footprint' on the
planet instead of reducing a negative footprint)

55
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Cradle to Cradle
Calling for the transformation of human industry through ecologically
intelligent design
Creating products, industrial systems, buildings, even regional plans
that allow nature and commerce to fruitfully co-exist.
McDonough Braungart Design Chemistry
(Services to companies- Leaving a 'positive footprint' on the planet
instead of reducing a negative footprint)
Biological and technical nutrients
Eco- effectiveness (Zero waste)
instead of eco-efficiency
Natural capitalism

56
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Cradle to Cradle
A factory whose
outputs are
cleaner than its
inputs.
(Zero waste)
Redesigning
manufacturing
processes
Sharply reduce toxicity
throughout life cycle of products
in manufacturing
focusing on materials
and process selection
Required to keep technical &
biological materials separated
10) Shop locally
(Industrial ecology)
The idea of an economy that suits the land and takes advantage
of its local attributes would bring us closer to mirroring
organisms that have evolved to be local experts.
All sustainability is local.

57
Frameworks
Biomimcry
Cradle to Cradle
Total Beauty
Cradle to Cradle
A factory whose
outputs are
cleaner than its
inputs.
(Zero waste)
Redesigning
manufacturing
processes
in manufacturing
“any human activity which absorbs
resources but creates no value is
waste.”
Ohno-sensei
Lean thinking
(continuous flows
of values defined
by customers)
Elimination
of waste

58
Frameworks
Biomimcry
Cradle to Cradle
Life Cycle Analysis
Total Beauty
Cradle to Cradle
A factory whose
outputs are
cleaner than its
inputs.
(Zero waste)
Redesigning
manufacturing
processes
in manufacturing
“any human activity which absorbs
resources but creates no value is
waste.”
Ohno-sensei
Lean thinking
(continuous flows
of values defined
by customers)
Elimination
of waste
3. Service & flow
economy

59
Frameworks
Biomimcry
Cradle to Cradle
Life Cycle Analysis
Total Beauty
Total Beauty
created by Edwin Datcheski
A quantitative framework and a point system to calculate the total
impacts of products and services.
Unsustainable products can’t possibly be beautiful.
A scoring system for assessing the beauty of products based on ugly
points for particularly bad performances criteria, material use, energy
inefficiency, or social ills.
often provides the required knowledge for designers during the
concept and prototype phases.
Table 2- Five criteria to encompass sustainability by Edwin Datcheski
1.Cyclic Processes that close the loop between used resources and generated waste.
2.Solar Renewable sources of material and energy that derived from sun.
3.Safe All releases of life cycle should be safe or input for others.
4.Efficient Energy and material use (including water) in manufacturing should be reduced to
90% of average levels. (in 1990s)
5.Social Desirable solutions for human basic rights and natural justice should be considered.

60
Measure social economic impacts.
A new framework with no specific standard.
Translation of social values into some type of monetary return.
Social Impact Assessment Social issue
spectrum
Hass Business School,
UC Berkeley
3.Outputs (social value
creation)
2.Activities that create
impacts
1.Input (benefits of
solutions)
tracks
Approach to
calculate SROI
Establish & describe
the impact value chain
4.Overall outcome of the
organization’s impact
Frameworks
Biomimcry
Cradle to Cradle
Life Cycle Analysis
Total Beauty

61
Thinking in systems
Systems
Product service systems
System Traps
Leverage points

62
Systems
Thinking in systems
Systems
System Traps
Leverage points
System
is
a set
of
elements
or parts
coherently
organized &
interconnected
that is
in
a pattern or
structure
produces
a characteristic
set of behaviors
function or
purpose

63
Systems
Thinking in systems
Systems
System Traps
Leverage points
System
is
a set
of
elements
or parts
coherently
organized &
interconnected
that is
in
a pattern or
structure
produces
a characteristic
set of behaviors
function or
purpose
Product
Service
System
A socially
constructed
system
is
products and
services
of
cooperative
capability of
fulfilling a user’s
need.
with

64
Traps-The destruction they cause is often blamed
on particular actors or events, although it is
actually a consequence of system structure.
Systems
Thinking in systems
Systems
System Traps
Leverage points
System
is
a set
of
elements
or parts
coherently
organized &
interconnected
that is
in
a pattern or
structure
produces
a characteristic
set of behaviors
function or
purpose
Product
Service
System
A socially
constructed
system
is
products and
services
of
cooperative
capability of
fulfilling a user’s
need.
with

65
System traps based on designing sustainable behaviors
Trap/opportunity Description The way out Notes
Tragedy of the
commons
Refers to abuse of shared
resource and lack of
accountability that will
cause in
• Ecological tragedy
(losing resources and
diversity)
• Social tragedy (Death
of people because of
deficiency!)
• Educate
• Privatize
resources
• Regulate
access
The structure of
common systems makes
selfish behavior much
more convenient and
profitable than
responsible behavior to
the whole community
and to the future.
Drift to low
performance/
“eroding goal”
The desired state
influenced by the
perceived state of the
worst performance of the
past that cause lower
standards.
• Absolute
standards
• Goals
sensitive to
the best
performance
of the past
Handprint (increasing
positive footprints)
instead of decreasing
our negative footprints
to create awareness
about successful results
of actions toward
sustainability.
Shifting the
burden to the
intervenor-
Addiction
Refers to masking the real
problem by reducing a
symptom and short-term
thinking
Strengthening
the ability of the
system to bear its
own burdens
It is connected to
Manzini’s idea about
empowering the
communities.
Rule beating Refers to actions abiding
by the letter, and not the
spirit of the rule
Releasing
creativity in
achieving the
purpose of the
rule. (based on
feedback)
Rule beating becomes a
problem only when it
leads the system into
large distortion,
unnatural behaviors that
make no sense in
absence of the rules.
Seeking the
Wrong Goal
Goals should
reflect the real
welfare of the
system.
Systems should always
produce results, not just
efforts.
Systems
Thinking in systems
Systems
System Traps
Leverage points

66
“Leverage points- places in the system where a small change could
lead to a large shift in behavior.”
Jay Forrester, World Model, Club of Rome
World model introduced growth as a leverage point.
Systems
Thinking in systems
Systems
System Traps
Leverage points

67
Leverage points
No. Leverage/
Power point
Description Notes Type
12 Numbers Constants and parameters such as subsidies,
taxes, standard
Physical
11 Buffers The size of stabilizing stocks relative to their
flows (increasing the capacity of the buffer
increasing the stability of the system)
10 Stock and flow
structures
Physical systems and their nodes of intersection
9 Delay Refers to the lengths of time relative to the rates
of system changes. It is always easier to slow
down the change rate, so that inevitable
feedback delays won’t cause so much trouble.
More leverage in designing the
behavior is in slowing down the
economic growth, so technologies
and process can keep up with it.
8 Balancing
feedback loop
The strength of feedbacks relative to the impacts
they are trying to correct
We drastically narrow the range of conditions
over which the system can survive.
Information
7 Reinforcing
Feedback Loop
The strength of the gain of driving loops
Reinforcing loops are sources of growth,
explosion, erosion, and collapse in the system.
A system, with a uncheck
reinforcing loop will ultimately
destroy itself/ Slowing down the
economic & population growth
6 Information
Flows
The structure of who does and does not have
access to information/ Missing information flows
is one of the most common causes of system
malfunction.
Systematic tendency of human
beings to avoid accountability for
their own decisions is one of the
main reasons for unsustainable
behaviors.
5 Rules The role of system defines its scope, boundaries,
degree of freedom. So, if you want to understand
the deepest malfunctions of systems, pay
attention to the rules and to who has power over
them.
4 Self-organization Refers to the power to add, change, or evolve
system structure
The ability to self-organize is the
strongest form of system resilience
and is effective in promoting
diversification and self-evolving
abilities, especially in communities.
3 Goals Refers to the purpose or function of the system The goal of keeping the population
in balance & evolving has to trump
the goal of each population to
reproduce without limit.
2 Paradigms The mind-set out of which the system-its goals,
structure, rules, delays, parameters-arises. It is
the deepest set of beliefs about how the world
works among a society.
We can change paradigm by
building a model of the system
which takes us outside the system
and forces us to see it as a whole.
1 Transcending
Paradigms
To keep oneself unattached in the arena of
paradigms, be flexible

68
Systems
Thinking in systems
Systems
System Traps
Leverage points
the community level &
involving direct contact
Behavior
change
only directly affect our
progress toward
sustainability
powerfully affect
how people view
themselves
significantly affect
their support for
policy changes
New paradigms Move toward

A strong sense of community
and a recognizable bond
69
Systems
Thinking in systems
Systems
System Traps
Leverage points
the community level &
involving direct contact
Self-organization
Removing the addiction
Participation
Sustainable
community
Dynamics of
culture

70
Sustainable behaviors
in practice
The social impacts
User experience & designer influence

71
The social impacts
User experience & designer influenceThe principles of living systems in eco-systems
two sets of characteristics that are helpful in encouraging
sustainable behaviors in organizations:
1. Strong sense of community and
collective identity about common values
2. Openness to the outside world

72
The social impacts
User experience & designer influenceThe principles of living systems in eco-systems
two sets of characteristics that are helpful in encouraging
sustainable behaviors in organizations:
1. Strong sense of community and
collective identity about common values
2. Openness to the outside world
mentally and emotionally healthy
working environments
is citizens of a city or a country
rule beating and seeking the wrong
goal traps will be diminished.
One step further for designers

73
The social Impact
The social impacts
User experience & designer influenceOur new global capitalism
is structured largely around networks of
financial flows.
areas that are not valuable from informational capitalism and
do not have a special interest for political powers are
intentionally being deprived of wealth, information, and basic
technological requirements that enable them to
communicate, innovate, and practically live.
ecologically & socially unsustainable

74
The social Impact
The social impacts
User experience & designer influenceOur new global capitalism
is structured largely around networks of
financial flows.
areas that are not valuable from informational capitalism and
do not have a special interest for political powers are
intentionally being deprived of wealth, information, and basic
technological requirements that enable them to
communicate, innovate, and practically live.
ecologically & socially unsustainable
resentments
unsustainable behaviors against the
collective concerns of the societies

75
The social impacts
“We live in a finite world and humanity
will eventually be forced to adopt
sustainable practices.”
Dough McKenizie-Mohr

76
The social impacts
“We live in a finite world and humanity will eventually be forced to
adopt sustainable practices.”
Most programs are based on large information-based campaigns.
They underestimate the difficulty and complexity of the process.
Community-based social marketing five steps:
1. selecting behaviors to be encouraged
2. identifying barriers & benefits
3. developing strategies to address these barriers
4. conducting a pilot with a small group of a community
5. broad-scale implementation and assessment of impacts.

77
The social impacts
“We live in a finite world and humanity will eventually be forced to
adopt sustainable practices.”
3-1-Commitment
occasions that provide people with opportunities to frequently engage in an activity
Public and durable commitments enrich the likelihood of following engagements.
3-2-Social Norms
Descriptive- mainstream behavior
Injunctive norms- perceptions of what should or should not be done by individuals within a culture
making the norm visible at the time of user behavior occurrence
The results of similar projects have shown that we are likely to be
influenced by the behavior of those we perceive to be similar to ourselves.
Five tools:
3-3- Social Diffusion
3-4-Prompts
3-5- Communication
Vivid, tangible, and personalized presentation of information.
3-6- Incentives
Enhancing motivations
3-7- Convenience

78
The social impacts
• Environmental Protection; “Help save the
environment. You can show your respect for nature
and help save the environment by reusing your towels
during your stay.”
• Descriptive Norms: “Join your fellow guests in helping
to save environment. Almost 75% of the guests who
were the asked to participate in our new resource
savings programs do help by using their towels more
than once. You can join your fellow guests in this
program to help save the environment by reusing your
towels during your stay.”
• Room Descriptive norms: The room-specific descriptive
norm replaced the sentence regarding reuse rates in
the hotel with one specific to the room. “75% of the
guests who stayed in this room participated in our new
resource saving program by using their towels more
than once.”
Increasing hotel towel reuse
Phoenix hotel in 2008 to test the effectiveness of
these messages
A standard message
Goldstein & et al, 2008
Journal of Consumer Research

79
The social impacts
• Environmental Protection; “Help save the
environment. You can show your respect for nature
and help save the environment by reusing your towels
during your stay.”
• Descriptive Norms: “Join your fellow guests in helping
to save environment. Almost 75% of the guests who
were the asked to participate in our new resource
savings programs do help by using their towels more
than once. You can join your fellow guests in this
program to help save the environment by reusing your
towels during your stay.”
• Room Descriptive norms: The room-specific descriptive
norm replaced the sentence regarding reuse rates in
the hotel with one specific to the room. “75% of the
guests who stayed in this room participated in our new
resource saving program by using their towels more
than once.”
Increasing hotel towel reuse
Phoenix hotel in 2008 to test the effectiveness of
these messages
A standard message
Goldstein & et al, 2008
Journal of Consumer Research
• As the result, in the standard method
37% of the guests reused their towels.
• With card reference reuse for the
hotel 44%, and
• in specific appeal for the room 49% of
the guests reused their towels.

80
Using Social Norms to Reduce Household Energy
Consumption
In 2005, over a period of four weeks
information was delivered to households in the City
of San Marcos, CA, reduced electricity consumption
The social impacts
Figure 29- Suggestions for conserving
energy with social norms for city of
San Marcos
(Schultz, 2007)
Difference between daily
energy consumption for the four
conditions created (descriptive
normative feedback only vs. descriptive
feedback combined with an injunctive
message). (Schultz & et al, 2007)

81
Using Social Norms to Reduce Household Energy
Consumption
• who had received information that included a sad face,
had reduced their electricity use by 6.0 %.
• who received the standard information without the sad
face had reduced their usage by 4.6 %.
• received the happy face in addition to the standard
information increased their usage by only 1 % three
weeks after receiving the second door hanger
• while those that did not receive a happy face increased
their use by 10 %.
The social impacts

82
Making biking convenient
The social impacts
in Amsterdam in 1965.
In 2009, 100 bike sharing programs were registered and in
2010 another 45 programs were introduced.
In total approximately 139,000 bikes are being shared in
different programs around the world
Velin in Paris averaging an amazing 20,600rentals a day in
2008 with a price € 1.70 for one day
A system for renting Vélib’ bicycles in Paris
(Erlanger , 2008).
Self-service rental stations in Paris
(Erlanger , 2008).
Montreal’s bike sharing system, known as
“bixi”
http://thecityfix.com/blog/bixi-lands-boston-
london/
Montreal’s bikesharing system, known as
“bixi” Pay station with solar power
http://www.bixisystem.com/what-we-
do/the-station/

83
Delf University of Technology
The extent to which a user considers the implication as personally beneficial defines what
type of influence is possible or appropriate.
Strong
Weak
ApparentHidden
User experiences & designer’s influence
The social impacts

84
User experiences and designer’s influence
The social impacts

85
1. Create a perceivable barrier for undesired behavior
(Strong and apparent):
• very effective strategy,
• the results could be situational and temporary
• Punisher
A perceivable barrier for undesired
behavior
http://www.ecofriend.com/eco-tech-
burger-king-testing-energy-harvesting-
speed-bump.html
The social impacts

86
2. Provide the user with arguments for specific behavior.
(Weak and apparent):
• address, form, or change attitudes, rather than directly
facilitating a behavior
• providing objective information about the consequences of
certain behavior.
Arguments for specific behavior,
Consequences of smoking
http://blogs.telegraph.co.uk/news/tomchi
versscience/100079380/will-banning-
tobacco-displays-in-shops-help-prevent-
young-people-smoking/
The social impacts

87
3. Generate optimal conditions for a specific behavior. (Weak
and hidden):
• designing and manipulating an optimal situation
• create natural occurrences of the desired behavior
• without interfering in the underlying psychological
processes of the behavior
4. Make the desired behavior the only possible behavior to
perform (Hidden and strong):
All the other behaviors except the desired behavior are
impossible in this situation.
optimal conditions for a specific
behavior, Coffee machine in the
office hallway
http://www.oncoffeemakers.com/which-
is-the-best-office-coffee-machine.html
The social impacts

The social impacts
User experience & designer influenceSustainable everyday, scenario
of urban life by Manzini

89
Massive Change
* http://www.massivechange.com/exhibition
http://www.brucemaudesign.com/
http://www.institutewithoutboundaries.com/
Figure 40- Massive change (Mau and et al, 2004)

90
Massive change exhibition, Energy area
http://www.robertharshman.com/360vr/mca/mca-energy-2.html
Massive Change

91
Massive change exhibition, Material area
http://www.robertharshman.com/360vr/mca/mca-materials-2.html
Material strategy for Massive change
(Mau and et al, 2004)
Massive Change

92
48- Massive change exhibition, Information area
http://www.robertharshman.com/360vr/mca/mca-global.html
Massive Change

93
Green TM
• the importance of the usability of products that we as designers are bringing to society to
support sustainable behavior.
• In 2006 a project was conducted in the Netherlands to apply eco-feedback to electronic and
electrical devices in people’s homes.
• But, the campaign was confronted with some usability problems as some participants found
the meter too complex to use.
• Therefore, Delft University of Technology helped the campaign redesign the meter.
Example of a usage problems with the
original product, physical design of the
product forced users to use the product
upside down.
(Menheere, 2006)
The final design of the Greeny™
Energy Meter
(Menheere, 2006)

94
“Design is not merely an adornment of cultural
life but one of the practical disciplines of
responsible action for bringing the high values of
a country or a culture into concrete reality,
allowing us to transform abstract ideas into
specific manageable form.”
Richard Buchanan

Sustainable behaviors

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