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Never mind the attitudes !. Christina Granér & Camilla Pärlbäck. First of all: This is us!. > 20 years experience of mobility management Done a lot of campaigns, some of them without knowing better… Our position based on experience and theories .
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Never mind the attitudes! Christina Granér & Camilla Pärlbäck
First of all: This is us! • > 20 years experience of mobility management • Done a lot of campaigns, some of them without knowing better… • Our position based on experience and theories We are not proud of everything we have done in the past Photo: CreativeCommons,Flickr ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Never mind the attitudes! • Trying to change behaviour by changing attitudes is not effective • It’s a waste of time and • waste of money! • We will give your some examples Photo: TaxCredits.net ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Behaviour Attitude Photos Sigurd Decross, www.freeimages.com ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Behaviour Attitude Photo Sigurd Decross, www.freeimages.com ECOMM 2014Christina Granér & Camilla Pärlbäck, SWECO
Photo: Reinhard Dietrich, CreativeCommons ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
In spite of science, we tend to work with attitudes based on just one of the theories • New information • New knowledge • New attitude • New behaviour Photo from ”WithWhimsey”, Flickr ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Example:“Put Sweden into motion” • New information • New knowledge • New attitude • New behaviour You can die in advance, if you’re inactive I can die in advance, if I´m inactive I need to exercise every day Result? Logo from the campaign “Put Sweden into motion” ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Photo: thephotographer4you Photo: eventlimousine.se ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
The example of coffee • Plantations = monocultures • High use of pesticides • Low compensation for farmers and workers • Low price for consumers • Seldom a fair trade Photo: Sweco ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Photo: Sweco ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Right attitude but wrong behaviour • Drive at very high speed • Drink and drive • Waste of food • … Photo: Nathan E Photography, Flickr ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
A more efficient way to do it! • We behave in a rational way in every moment • We adapt an attitude that support our behaviour… • …by seeking information that strengthens and justifies our behaviour Behaviour Attitude Information ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Just compare! Behaviour Attitude Information New information New knowledge New attitude New behaviour
Back to our coffee! Photo vannmarie’ www.freeimages.com
What would happen if the price went up by 500 per cent? ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO Photo: Sweco
Give people a effective push! Photo from Google Photo: Jörgen Schyberg, Flickr Photo:Sweco ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Infrastructure that support • Fulfil the basic needs for cyclist, pedestrians, car poolers, users of public transports… • Make it easy to cycle, walk, use buss, train, share car… • Sustainable transports needs more space – and private car less space Photo: Sweco ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Build it and theywill come! Photo: Sweco ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Change the way you communicateChange your target groups • The desired behaviour is acceptance • General public: Acceptance • Politicians: Courage • Mass media: Agenda setting Photo from Flickr ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Conclusions • Acceptance • Infrastructure • Incentives • More efficient instruments Photo: Ove Töfver, www.freeimages.com ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Christina Granér • christina.graner@sweco.se • 040-16 71 40 • Camilla Pärlbäck • camilla.parlback@sweco.se • 031-61 78 55 Thankyou! ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO