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DC-1-Green behavior change - Rose Garden
Major concepts of behavior change discussed:
* Different but related types of behavior change needed: Individual versus organizational
*Similiar principals and techniques apply.
* Stated values versus acted values: What people say they care about doesn't always mesh with how they behave.
* Important to understand this if we are to tackle behavior change.
* Core personal values are slow to change: The challenge, and opportunity, is in connecting a person's deeply held core values to desired environmental behaviors.
* Behavior change is tough to achieve from educating or sharing information/best practices alone. Attitudes and knowledge are weak drivers. Need to find other, stronger drivers.
* You must know your audience! (Every target audience is different.)
Strategies and Innovations in behavior change: What works?
* "Sneak attack: Don't tell people you are selling them a sustainable product. Example: Method
Not important what their motivation or beliefs are. Find an entry point.
* Don't try to make committed "I'm not an environmentalists" into an "environmentalist".
* But don't miss an important opportunity to educate. After sneak attack, educate. (A phased strategy)
* Attractive, easier choices
* Removal of barriers
* Procedural knowledge (telling people how to do it).
* Financial incentives
* Peer pressure (social norms / external cues / creating a sense of belonging)
* Creating contracts
* Creativing crisis to change behavior: That's what groups like Greenpeace do.
* Creating a sense of ownership: EPA pledge driver compeitition.
* Acknowledge that mulitple approaches are necessary: You have to really understand your specific target audience and what will move them. Everyone is motivated differently.
* Recognition / feedback
* Prioriization: Direct people to those most impactful changes.
* Create positive experiences that can drive further change and be replicated.
* Create an "exchange": You get something in return for changing your behavior.
* Laws / government intervention.
A couple of examples cite:
How to convince corporate executives?: Conduct a survey of their employees and show them that X% of employees want the company to make a change. (Executives care what their employees think.)
Coca-Cola example 1: Wanted to eliminate child labor from the sugar fields. Strategy: Convened a public forum with NGO partners. Managers from different regions made public committments for what they would do with the fields under their responsibility.
Coca-Cola example 2: Wal-Mart promised higher-visibility shelf space in stores in the company reduced it's water use.
What doesn't work:
* Don't scold!
* Don't try to make everyone an environmentalist.
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|Irina2002||GIBU09||0||Jun 11 2009, 12:26 PM EDT by Irina2002|
Thread started: Jun 11 2009, 12:26 PM EDT Watch
Paradigm shift is needed. Greenwashing is not "punishable". Environmental marketing!
Coming together - cross-sectoral approach to solving problems.
Example of ozone layer and acid rain issues being addressed effectively through international collaboration, in the academia and sciences. Need game changing solutions from everyone working together. Need to expand beyond boundaries.
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