B h i
Behavioural Change
l Ch
Using carbon reporting to influence waste generators Simon Kalinowski
Simon Kalinowski Managing Director
Mandalay Technologies Pty Ltd
If I was the government how would I If
I was the government how would I
influence your doctor’s behaviour if I wanted you to lose weight? 1
Rational Choice Model
“Based on individual cognitive deliberation, this model is inadequate as a basis for understanding and intervening in human behaviours for a number of reasons”
Motivating Sustainable Behaviour: University of Surrey (UK) Well then, what works?
“the evidence suggests that discursive, elaborative processes are a vital element in behaviour change – in particular in negotiating new social norms”
Motivating Sustainable Behaviour: University of Surrey (UK) 2
For the waste For
the waste
industry: you are the doctor and we have a very ‘
‘wasty’ patient
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Community Benefit
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Environmental Benefit
Save the planet!
Financial Impact
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Educate & Inform 5
Research: “policymakers and communicators often make the faulty assumption that the best (and only) way to persuade individuals to conserve resources is to focus on the merits of the argument for conservation”
– conserving resources will help save the environment
– conserving resources will help benefit society and future generations
– conserving resources will help save you money
(reference: Stanford University: Centre for Social Innovation – The role of social norms in energy and water conservation) What people thought motivated their behaviour
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Environment benefit (80%+)
Society benefit (60%+)
Save money (50%+)
Social norms (comparison with others) (4%)
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What actually motivated their behaviour
Only one factor that lead to a meaningful change in behaviour
Social Norms (comparison with others) What works for water?
“This
This is how you compare
is how you compare to your neighbour!
to your neighbour!”
Yarra Valley Water Invoice
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What works for electricity?
“This
This is how you compare
is how you compare to your neighbour!
to your neighbour!”
Origin Energy Invoice Climate Change
Climate Change Carbon
Behaviour Change
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Internal Stakeholders
1. Adopting their point of view 2. Paint a picture
3. Make it come alive
Harvard Business Review : The smart way to influence your boss
Waste Generator
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Choose a simple behaviour to change
Learn the triggers
COMPARE – prompt feedback
Make it relevant and small
Use technology – timely and targeted
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Evidence •
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Gain insights – and data – regular, accurate
Determine behaviour to change
Use relevant technology Change through comparison Reinforce
Reference material
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Stanford University : http://www.youtube.com/watch?feature=player_embedded&v=9DetAVZtARM#at=321
TEDX Presentation: Alex Laskey http://www.ted.com/talks/alex_laskey_how_behavioral_science_can_lower_your_energy_bill.html
“Evidence from Two Large Field Experiments that Peer Comparison Feedback Can Reduce Residential Energy Usage” http://opower.com/uploads/library/file/7/ianayres_evaluation.pdf
BJ Fogg: BJ Fogg http://www.thersa.org/fellowship/journal/archive/summer‐2009/features/new‐rules‐of‐persuasion
Motivating Sustainable Behaviour: http://hiveideas.com/attachments/044_motivatingscfinal_000.pdf
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