Phil Beardmore - Greener Together
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Transcript of Phil Beardmore - Greener Together
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Changing environmental behaviour the Co-operative way
Phil BeardmoreBalsall Heath Housing Co-op &
Confederation of Co-operative Housing
Greener Together
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About Greener Together
• Helps people to live greener• Focuses on small actions taken in daily life• Reduces CO2 emissions collectively• Funded by Defra’s Greener Living Fund
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How does Greener Together work?
• 7 Consumer co-operatives• 13 Worker co-operatives• 8 Housing co-ops, tenant management organisations
and co-housing societies• 10 Community shops• Each co-op has an ‘Eco-operator’ who can be a
volunteer or a worker• Supported by Co-operatives UK,
Confederation of Co-operative Housing, Plunkett Foundation
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Greener Together results to date
• 2,010 people have signed up – mostly members of co-ops, some customers, some from wider community
• 467 tonnes of CO2 saved• 19 tonnes of waste diverted from landfill
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Total Coverage – www.totalcoverage.coop49 members saved 26 tonnes of CO2 (0.53 tonnes per person) plus 1 tonne of waste diverted from landfill
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Banna Housing Co-operative 6 members saved 3.1 tonnes of CO2 (0.52 tonnes per person) plus 0.4 tonnes of waste diverted from landfill
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Argyle Housing Co-operative – www.ash.coop 26 members saved 11.8 tonnes of CO2 (0.45 tonnes per person) plus 0.1 tonnes of waste diverted from landfill
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The phone co-op – www.thephone.coop 150 members saved 52 tonnes of CO2 (0.35 tonnes per person) plus 2.1 tonnes of waste diverted from landfill
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What have we learned about environmental behaviour?
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Wrong assumptions that we make
• AIDA – Attention, Interest, Desire, Action – does not necessarily apply
• 80% of factors influencing environmental behaviour do not stem from knowledge or awareness (Blake, 1998)
• The remaining 20% stem from behavioural psychology• During Greener Together we have attempted to adapt
theories of behaviour• There are a number of overlapping and interdependent
models that are useful
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Moralism, guilt and ‘denial’
• Environmental activists can confuse ‘in denial’ with ‘strategic denial’
• Greener Together – avoids moralism by giving positive role models and replicable examples from people they trust within their own community – working co-operatively makes a difference
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MINDSPACE
A checklist of non-coercive behavioural influences (Cabinet Office, 2010)
• Messenger – we are heavily influenced by who communicates information
• Incentives – our responses to incentives are shaped by predictable mental shortcuts such as avoiding loss
• Norms - we are strongly influenced by what others do
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MINDSPACE
• Defaults – we ‘go with the flow’ of pre-set options
• Salience – our attention is drawn to what is novel and what seems relevant to us
• Priming – our acts are often influenced by sub-conscious cues
• Affect – our emotional associations can powerfully shape our actions
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MINDSPACE
• Commitments – we seek to be consistent with our public promises, and reciprocate acts
• Ego – we act in ways that make us feel better about ourselves
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Defra’s Environmental segmentation model
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Protagonists and perceivers• Decline of trust in authority and media trends mean people turn to
trusted intermediaries to shape their opinions and behaviour (opinionleader.co.uk)
• Influence revolves around the interaction of two personality types • Protagonists – skilled friendship makers; know a wide variety of
people; persuasive; skilled at absorbing new information – they make ideal co-operators
• Perceivers – the majority; more likely to listen to the ideas of others; hold on to fixed opinions for longer periods; can make an idea more
powerful through zealously pursuing a brand or idea
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Protagonists and perceivers
• People can be protagonists sometimes (e.g. Waste) and perceivers at other times (e.g. Energy)
• To communicate successfully we must influence and engage with protagonists
• In co-operatives there is a high interaction between the two personality types
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Legacy of Greener Together
• There is now a layer of green leaders in the co-operative movement
• This will inform future work of the co-operative movement on retrofit, renewables, behaviour
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Legacy of Greener Together
• Significant additional CO2 savings can be achieved through behaviour alone
• A level of handholding or nudging is required but other projects show that this is cost-effective
• Behavioural advice should be part of any Green Deal retrofit programme
• Trusted messengers in existing social networks are key to changing environmental behaviour
• This is replicable in any community of place or of interest, not just in
co-operatives
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Thank you for listening
Phil BeardmoreConfederation of Co-operative Housing
www.cch.coop