WasteMINZ Mid-Year Roundup May 3rd and 4th 2012

Overview of Behaviour Change Methods- which to use when

Liz Ampt, Practice Leader Behaviour Change, SKM

How do you change this waistline?

What is behaviour change?-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

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

What is waste?Something I no longer need Waste is a negativeWhen you buy too muchThings people perceive have no value (financial, talent, knowledge)Something left over after something utilisedInefficient use of a needed productDiffers from person to person

The conundrum

?Behaviour change – can mean many

things

Waste – can mean many things

3 categories3 Complementary approachesChange by:

1. managing supply (providing infrastructure)2. managing demand (someone tells us to change)3. voluntary behaviour change (helping people to help themselves)

1. Managing supplyInfrastructure change

Changing supply

Providing morewaste infrastructure (bins, resource recovery centres)more roadsmore substationsmore dams

Works well while supply is availableAlways needed to some extent

2. Managing demandControlling consumer demand/someone tells us to change

RegulationPricingTechnological changesEducation/Awareness

2. Managing demandRegulation

By-laws banning greenwaste from landfillsBy-law to permit fines for illegal dumping

2. Managing demandPricing

Charging more for taking waste to land-fill than for recyclables or green wasteWaste levy Carbon tax on waste to landfill (Australia)

2. Managing demandTechnology

Automatic sorting of recyclablesExtended alternative waste treatments (AWTs):

green waste is pulled out of a residential solid waste stream – i.e. no kerb-side required

2. Managing demandEducation/awareness

Giving people information aboutRecyclingBin daysContamination

Using social marketing techniquesLabelling at points of reminder (bin lids)Demonstrations

2. Managing demandRegulationPricingTechnologyEducation/awareness/marketing

All external to the individual – top downValue is in relatively immediate effectProblem can be in longevity of change

3. Voluntary behaviour changeHelping people to help themselves

Getting people to

identify things they want to solvework out their own solutions

An example – reducing food waste

A conversation

What is it about left over food and food scraps that really bothers you?

The smell of rotten tomatoes in the rubbish

Have you thought what you could do about it?

Well, I always buy 2 kilos because they’re cheaper that way..... and I live by myself.

And my brother’s told me about some worm composting

We have a leaflet – would that help?

When do you think you’d be able to do that?

5 steps1. Identify a problem2. Have you thought of a solution?

Build on it, discuss3. Offer ‘tools’ or materials if needed4. Discuss and action plan5. Social contract

Suitable for individuals, communities, organisations

3 methodsSupply (provide infrastructure)

Demand- Regulation- Pricing- Technology- Education/awareness/

marketing

Voluntary- People/organisations

developing their own solution

When to use each?1. List the current things you believe are in place to change behaviour2. Put them into the 3 categories

1. What have we supplied?- rubbish or recycling bins, transfer station...

2. How have we managed consumer demand?

- regulation -- pricing -- technology -- information/marketing/education -

3. Have people already taken responsibility?

- Art box – early childhood centres

Next steps4. Think about your target audience5. Work out likely key influencing factors for them6. Then work out what is needed

Supply alone – losing effect Supply management

Voluntary behaviour change Demand management

Supply alone – losing its effect

Supply, Demand – losing effect

Supply management

Voluntary behaviour change Demand management

In summaryConsider 3 types of change toolsAssess what you have done so farWork out what is missingListen carefully over the next 2 days for more clues!

And you’ll be on the way to changing your waste-line!