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.