Behavior Change Symposium Overview
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Transcript of Behavior Change Symposium Overview
Keep America BeautifulRe: Psychology Symposium 2011
Overview
Kelley Dennings
Goals
• Hear current research about what influences individuals to recycle
• Receive information about social marketing approaches and case studies
• Gain an understanding of approaches for diverse audiences
• Learn about influencing recycling participation
Day 1 Agenda
• The State of RecyclingJerry Powell, Resource Recycling Magazine
• From Niche to Normal Meghan Campbell, Ogilvy Earth
• Social Marketing Approaches to Making Recycling Second Nature Dr. Craig Lefebvre, Ph.D., socialShift
• Promoting Recycling BehaviorDr. P. Wesley Schultz, PhD., California State University San Marcos
Day 2 Agenda
• Incentive Based Approaches and Behavioral Responses John Thogersen, Aarhus University, Denmark
• Recycling Incentives, Participation, Attitudes and Social MarketingLisa Skumatz, SERA
• Using Social Marketing to Push Recycling to the Next Level in King County Julie Colehour, Colehour+Cohen
Jerry Powell – Resource Recycling
The State of Recycling: Where We Are and Where We Need to Be
What we know
1. Expansion of recycling collection programs will continue
2. Large hub-and-spoke single stream MRFs will be built
3. Demand will exceed supply and prices will remain above average
4. Consolidation of recycling services will continue5. Recycling in the U.S. is not yet sustainable6. We need more and better recycling participants
Meghan Campbell – OgilvyEarth
From Niche to Normal - Bridging the Gap Between Intent and Action
The massive Middle Green
Followers
Mainstream consumers
Believe in living sustainably
Do a few green actions
Half of Americans thinkgreen products are targeted to:
Reminders1. Make it normal – normal is sustainable2. Make it personal3. Create better defaults4. Eliminate the sustainability tax5. Bribe shamelessly6. Punish wisely7. Don’t stop innovating8. Lose the crunch9. Turn eco friendly into male ego friendly10. Make it tangible and easy to navigate11. Tap into hedonism over altruism
Would you rather …
Cure cancer Save the environment
U.S.
Would you rather …
Cure cancer Save the environment
China
Taking a page out of the cancer marketing playbook
Personal
Plausible
Positive
“One out of every two men and one out of every three women will be diagnosed with cancer in their lifetime.”
“We’ve cured other diseases before, why not cancer?”
Craig Lefebvre - socialShift
Social Marketing Approaches to Making Recycling Second Nature
Why we are here
What do people want?
Selection and Concentration
Benefits
People do not buy products or services, they buy benefits.We make purchases not for the products themselves, but for the problems they solve or the opportunities they offer.
Barriers and Benefits
I’m less interested in “benefit”, of the rational or emotional kind.
I’m more interested in power.
I’m interested in how your brand makes the customer a more powerful entity.
Nobody cares about your whiter-than-white laundry detergent. They care about power. The sooner you stop pretending otherwise, the easier your path through life will be.
– Hugh McLeod
What is Social Marketing? Focused on people, their wants and needs, aspirations, lifestyle,
dignity of choice
Aggregated behavior change – priority segments of the population, not individuals, are the focus of programs
Designing behaviors that fit their reality (compatibility)
Rebalancing incentives and costs for maintaining or changing behaviors (relative advantage and risk)
Creating opportunities and access to try, practice and sustain behaviors (trialability)
Promoting these behaviors, incentives and opportunities to priority groups (communicability)
Marketing Mix
The 4 P’s of Commercial Marketing
- Product – anything needing to be recycled
- Price – time to separate material, cost of bin or collection
- Place – bins - curb, work, away from home
- Promotion – traditional marketing, new media, community based social marketing
Helping People Make Better Choices
Wes Schultz – California State University San
Marcos
Promoting Recycling Behavior: What Works
John Thogersen – Aarhus University, Denmark
Promoting Recycling: Incentive Based Approaches and Behavioral
Responses
Lisa Skumatz – SERA
Recycling Incentives, Participation, Attitudes and Social Marketing: What Do Real Numbers Tell Us?
Julie Colehour – Colehour+Cohen
Using Social Marketing to Push Recycling to the Next Level in King
County
Resources
1. Resource Recycling – http://www.resource-recycling.com/
2. OgilvyEarth report – www.ogilvyearth.com/thought-leadership/latest-research/
3. Craig Lefebvre blog – http://socialmarketing.blogs.com/
4. Community Based Social Marketing – http://www.cbsm.com/
5. Social Marketing to protect the environment – http://www.sagepub.com/books/Book235188
Thank you!Questions?
Kelley [email protected]