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Paul White

Paul White. How We Might Achieve Behaviour Change Lessons from theory and practice. “I will if you will”. Start from a “ people ” perspective Make it easier Be part of something bigger. Enable. (Make it easier). Catalyse Is the package enough to break a habit and kick start change?.

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Paul White

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  1. Paul White How We Might Achieve Behaviour Change Lessons from theory and practice

  2. “I will if you will” Start from a “people” perspective Make it easier Be part of something bigger

  3. Enable (Make it easier) Catalyse Is the package enough to break a habit and kick start change? Engage Encourage (Get people involved) (Give the right Signals) Exemplify (Lead by example) Influencing Behaviour Framework People need help to make responsible choices Consider the benefits and incentives Consider carefully the role of taxes and enforcement People need to be involved early on for them to take personal responsibility What can you do to exemplify and reinforce commitment from others?

  4. Systems & Capacity (EXTERNAL FACTORS) Readiness & Willingness to Adopt (INTERNAL FACTORS) Pro-environmental context Strong EFFECTIVE APATHETIC IGNORANCE FRUSTRATED Weak Strong

  5. Waste prevention is the realm of the minority….. • Invisible – Unseen and private. Performed mainly in the privacy of our own home. • Personal – Misunderstood and driven by deeply held beliefs and attitudes rather than social norms.

  6. Visibility Typical waste prevention behaviours Community reuse Swap it, repaint, furniture and electrical re-use, charity shops Community composting Using a centralised composting site Avoiding over packaged products, bulk buying, buying long life products, buying locally SMART Shopping Buying services Buying experience gifts, using refillables, hiring instead of buying Reduce food waste Planning shopping trips, buying and cook what you need, not tempted by BOGOF, storage Reuse in the home Reusing jars, bottles, paper etc, repairing goods Home composting Using home composting bins Reduce unwanted mail Joining the Mail Preference Service

  7. Defra Waste & Resources Evidence Programme Social Dimension Theme • Understanding perceptions, attitudes and responsibilities towards waste & resources management. • Investigating ways to facilitate pro-environmental behaviours. • Extending understanding recycling behaviour to waste prevention.

  8. Examples of research approaches • Social learning, action networks • Lifestyle-centred, ‘moments of change’ • Working with communities • Shared learning, responsibility and commitment • Peer to peer support

  9. Objective To involve up to 800 households to measure and reduce waste Action networks to change habits Approach • Uses social learning theory and a network-based approach to changing behaviour Enable Providing training, support and guidance through mentors. Designing and agreeing priorities Engage Working though volunteers, community groups, businesses, utilities and communities of interest Encourage Publicity, materials Exemplify Shared responsibility Peer to peer support

  10. Learnings for practitioners • Build evaluation in at the beginning • Understand and apply social theories • Invest in long term partnerships • Segment your target audience • Provide feedback • Ensure adequate resources – admin, delivery, evaluation • Take small incremental steps

  11. Learnings for policy & strategy • Strengthen the evidence to determine: • Wider social and economic benefits. • Cost effectiveness. • Long term impacts. • Design “fit for purpose” evaluations. • Coordinate funding approaches. • Improve support, e.g. measurement toolkits, good practice guidance.

  12. Potential evidence gaps • How can we look from the inside out – rather than from the outside in? • How do you make waste prevention more visible and mainstream? • Are there potential opportunities for spill-over from other behaviours? • How do we know if long term change is really happening?

  13. SCP Behaviour Change Research

  14. Strategy for success

  15. Intervention Techniques

  16. Tremor • P&G Connectors • Word of mouth marketing • Teen and Young mums panels • Made drinking milk cool !

  17. Fresh On Demand • Multi business partner • Supply chain food waste • Consumer food waste • New technologies Shared Responsibility

  18. Social science of water efficiency • Whole town approach • Community-based social marketing Underpinned by • Partnership engagement plus exemplify • Participative co-design

  19. Water Efficient Durham • Behaviour challenge – reduce peak summer demand through reduced lawn watering • Community based social marketing • Outcome – 30% reduction in first year • Cost - $19 per household, one fifth of cost of expanding water supply infrastructure

  20. Zaragosa – The Water Saving City • Behaviour goal – save 1M Litres from homes in one year through retrofits • Over 150 partners • City-wide community approach • Shared responsibility • Outcome – exceeded target by 18% • Cost – 70 pesetas/1000 L saved, or 40% of cost of water supply

  21. “Tell me and I’ll forget Show me and I’ll remember Involve me and I’ll understand” Chinese proverb

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