How to choose the right behaviour change tool Liz Ampt Concepts of Change...

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How to choose the right behaviour change tool Liz Ampt Concepts of Change lizampt@conceptsofchange .com.au

Transcript of How to choose the right behaviour change tool Liz Ampt Concepts of Change...

Page 1: How to choose the right behaviour change tool Liz Ampt Concepts of Change lizampt@conceptsofchange.com.au.

How to choose the right behaviour change tool

Liz AmptConcepts of [email protected]

Page 2: How to choose the right behaviour change tool Liz Ampt Concepts of Change lizampt@conceptsofchange.com.au.

WasteMinz Roundup 2014was WasteMINZ Roundup 2014

The tools of change

Incentives

Technological change

Enforcement

Messages

Pricing

Social diffusion

Infrastructure

Feedback

Commitment

Norms

Prompts

When we - understand what makes people change and - how we can work out what makes people change- then the tools (and combinations) become clear

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Understanding is the key

• What is behaviour change?• What do we want to change?• What do we have to understand about others?• How do we bring about change?

– i.e. what tools do we use?

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What is behaviour change – people in general?

- Doing things differently- Me stopping smoking- Getting the kids to be ready on time- Any change of habitual behaviour- Any transformation or modification of human

behaviour

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Behaviour change in waste?

- Stopping bin contamination- Having enough transfer stations- Getting people to understand about organic waste- Getting people to put their bins in the right place

on the right day- Making waste minimisation the norm

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What is waste?

• Something I no longer need • When you buy too much• Things people perceive have no value (financial,

talent, knowledge)• Something left over after something utilised• Inefficient use of a needed product• For you: organic, C&D, contaminated land landfill,

liquid, hazardous, health and safetyDiffers from person to person – Council, community, commercial sector

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Creating the context we need to change behaviour

- Help people understand what ‘waste’ means in the context

- Help people change habits – simply- requires our understanding – what are their motivations- needs benefits to them – e.g. overcoming a problem- has to be easy for them – fit in with life-style, practices- requires their understanding – what is the problem, why

should I change, how can I change

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In creating context

1. Need to define what ‘waste’ means in the context 2. We have to understand people’s motivations3. Show how it benefits them – overcoming a problem

they articulate4. Make it easy for them – fit in with life-style, practices5. Need them to understand – what is the problem, why

should I change, how can I change: communication

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1. Help understand what ‘waste’ means

- Needs- Description of the actual target waste item/s – What?- Description of the impact it will cause if not correctly

disposed of/recycled/reused – Why?- Testing the way to describe the ‘what’ and ‘why’

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Exercise

- Think of a waste item/product that you deal with often

- Take a partner; imagine they are the person you want to change behaviour. Tell them- What it is they should not waste- Why they should not waste it

- Use their questions to redesign your descriptions in 1 sentence for ‘what’ and 1 for ‘why’.

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2. Changing habits: requires our understanding

- What are their motivations? - Not always the expected: money, information, attitude- Often surprising

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Understanding when money does not motivate

Why money is not always a good tool- People don’t know costs (visible vs. invisible)- Cultural and social values more important – even in

‘economic’ decisions- Money is not important for everyone- Financial incentives – can be lost to ‘free riders’- They can increase non-desired behaviours- Financial incentives may not bring long term change

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Understanding when information does not motivate

Why information is not always a good tool- Assume that if you know, you will change- Brochures alone – negligible savings- Pamphlets, videos and other brochures (0-2%)- Can result in attitude rather than behaviour change- Can result in increase in undesirable behaviour- Needs to be framed in terms of losses

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Understanding when changing attitudes will motivate

Why attitude change is not always a good tool- Extensive psychological research- Programs often predicated on the belief that attitudes

cause behaviour- 89% Sydneysiders favour home energy actions- 59% take them

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Exercise

Think of a waste behaviour that frustrates you (Council, community or commercial)- Quickly write down what information you would give

that person to change their behaviour- Then make dot points on what you might find was

wrong with your information if you tested it with the target person

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3. Changing habits: need benefits to them

Benefits = overcoming problem• Work this out by

– Your common sense plus– Asking the people who need to change– Listening …….

• Communicate to them– Using their language– Other communication tools

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5 steps

1. Identify a problem2. Have you thought of a solution?

Build on it, discuss

3. Offer ‘tools’ or materials if needed4. Discuss and action plan5. Social contract

Suitable for individuals, communities, organisations

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Exercise

Role play • Group to describe Council’s waste issue• List common sense benefits to household• A person asks/listens to a resident

• Group gives ideas on how to communicate the issue

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4. Changing habits: has to be easy for them

What makes it easy for them?• Work this out by

– Previous lessons (benefits them, fits with motivations)– Asking the people who need to change– (Some common sense)– Testing - getting them to try it/show you

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5. Changing habits: requires their understanding

What is the problem, why should I change, how can I change? i.e. communicating the issues

• Use social norms• Speak to people’s values• Create cognitive dissonance• Build trust

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Using social norms to communicate

People more influenced by others than • saving money • the environment or • benefitting society

‘Modelling’ is more important than signage• Tabletop signs - negligible impact on composting rates• Observing others composting food waste had a significant impact

How? • Modelling our own behaviour – e.g. in Councils, authorities• Messages – ‘part of a growing trend’, ‘it’s now normal’

Why?• leads to ‘internal understanding, internal ways to do things’

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Speaking to people’s values to communicate

• Identify what your audience really cares about– Interact with them, i.e. listen to them (research)

‘What is it like to live/work/play here?’– Plus common sense

• Examples:– Sense of family – Pestering by children– Smells– Criticism of shops next door– Legislation

• http://www.youtube.com/watch?v=L1RRXhqC1gw

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OPower• Originally wanted to reduce energy use• Worked out that seeing what others do is most powerful

way to do this• Set up a business:

The global leader in cloud-based software for the utility industry

Opower combines a cloud-based platform, big data, and behavioral science to help utilities around the world reduce energy consumption and improve their relationship with their customers.

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Creating cognitive dissonance to communicate

• Need to feel some dissatisfaction with our current state in order to change (tension between what we think and do)

• How?– Tap into values– If the value is at risk there is a gap between value and

experience– You are reducing the risk, so people will want to change

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6. Changing Habits: by building trust

• Literature says important• Be credible • Show you care • Walk the talk

• Steps 1-5 already do that

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Which tools to use when?Questions to ask Action – always takes >1 day Preparation of tool

What is the behaviour I am targeting?

Describe clearly in writingAsk target audience if clear

Readjust if needed

Does my target audience understand what should be done? And why?

Ask your target audience (informally) and listenWrite notes on words they use

Use words from these conversations in any messaging

Why will your target audience want to change?

Ask your target audience what they want to change. Watch for changes that increase convenience.

Use words that reflect this – norms, prompts. Note: achieving the change is an incentive in itself

What is going to make it easy for target audience to change?

Ask, listen, watch. Find actions words/contexts that are common.

Use lessons from the action. e.g. social diffusion needs simple words

What needs to accompany top down tools like pricing, enforcement?

Ask, listen. Find out if people need information/champions etc.

Ensure that these tools are accompanied by other tools

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The tools of change

Incentives

Technological change

Enforcement

Messages

Pricing

Social diffusion

Infrastructure

Feedback

Commitment

Norms

Prompts

When we - understand what makes people change and - how we can work out what makes people change- then the tools (and combinations) become clear

Page 37: How to choose the right behaviour change tool Liz Ampt Concepts of Change lizampt@conceptsofchange.com.au.

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Exercise

• In pairs• Think of a behaviour you want to change.• Ask questions on previous slide• Write dot points on how you would carry out the

actions• We will then work out tools for 1 pair as a group

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Summary

Behaviour change – doing things differentlyThe preparation for preparing tools

1. Define what ‘waste’ means in the context 2. We have to understand people’s motivations3. Show how it benefits them – overcoming a problem

they articulate4. Make it easy for them – fit in with life-style, practices5. Need them to understand – what is the problem, why

should I change, how can I change: communication

The tools become clear