1. Connecting with Mainstream People Designing sustainable products, services, and programs that engage them Dave Flotree Program Manager InContext Design dave.flotree@incontextdesign.com www.incontextdesign.com

2. Use these levers to affect change Green consciousness has hit Mainstream America, will action follow? Acting from values and visceral requirements – not “green” or “efficiency” Values: don’t waste, be frugal, stay safe, political identity (e.g., no foreign oil) Light on in empty room is waste, but floodlights outside are for safety not waste Requirements: convenience, comfort, quality, and aesthetics – no “sacrifice” Listening to trusted influencers Family members, friends, and trusted personalities trigger change Trusted resources influence purchases: contractors, Consumer Reports, store Adopting community norms Seeing people in my community change encourages me to change Research findings & demonstration projects have validated the power of community Seeing the consequences of actions – or not My energy use is invisible, I don’t know how I should change even if I wanted to Even when I know my energy use I have to care enough to change old habits Money – but only big cost change motivates behavior change Utility bills are an acceptable cost of living – unless there’s a big spike Still, savings can feel like a little reward – appliance rebate feels good What shapes mainstream green behavior

5. We have an infant who I think needs warm nighttime temperature

6. I want to make sure the pets are warm

7. My parents never kept the house comfortable growing up, I don’t want that

9. Arrive or leave house

10. Going to sleep/waking up

11. Family situation (children, pet) change

12. Comfort, sensitivity, change (exercise, massage, put on different clothes)

14. I just exercised so I don’t want it to be too warm

15. I like to sleep in a cool house

17. I don’t want to feel chilly

23. I don’t know how to program it

25. Values are connected to emotion and behavior Understand core values and how they are expressed in your market Engage people in terms of these values – the message will have more power Influencers affect what people do Find the influencers that matter to the target population, and influence them Reach people when they take action: remodeling, appliance shopping Community is a better unit for change than individual Change in groups looks like significant impact – and competition can motivate Leverage the power of the peer group to show where you stand in the group – norms Find the Hub of change: people and influencers belong to communities – start there Fit to life is critical Optional behaviors must be easy with minimal experiential and financial cost Target new behaviors that easily fit into life first – follow lessons of recycling Meeting essential requirements is the value products & services provide Offer exceptional function value – that draws the buyer – then invent green solutions Emphasize desired function + enabling a core value Start with a deep understanding of your customers Insights for design

27. Design must support and extend consumer intentThe Consumer’s Behavior Model has: Visceral values & requirements Lifestyle & convenience needs Individual & community influencers Product & service expectations The Producer’s Product/Program Model has: Channels & messaging Product usage model Behavior change program Real value delivered