Ecobuild workshop on designing for pro-environmental behaviour change. Explaining some theory, some case studies and how a rough guide to how we apply it to our work at BioRegional. This presentation works best with a presenter or use of the notes, and is not designed to be just viewed on SlideShare!

1. Designing for pro-environmental behaviour change Samuel Smith, BioRegional Ecobuild 2011 Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com

4. Solutions for sustainability One Planet Companies One Planet Communities One Planet Regions BioRegional Production

5. UK three planet challenge

6. BioRegional works with partners to demonstrate solutions for… Products & supply chains: wood, construction materials, food, paper Communities: new, retrofit, energy, transport, sustainable lifestyles

8. Real-life case studies

11. Influencers of behaviour

12. Structural Is the infrastructure or technology available? e.g. public transport, recycling bins, renewables, low impact materials Financial Is it affordable? e.g. incentives, tax breaks, loans, feed-in tariff, trading, other costs Social Is the behaviour normal and acceptable? e.g. will my neighbours accept my wind turbine? Will my family let me be a vegetarian? Personal Do I want to do anything? e.g. hassle, attitude, skills, time, competing behaviours

13. Social and personal barriers The value- action gap Values Action “ I want to do something about the environment”

16. 1. Structural e.g. no public transport 3. Social e.g. no one else is doing it 4. Personal e.g. hassle, time 2. Financial e.g. don’t have money Catalysts Barriers Solutions

17. Ideas for One Planet Living Structural Finance Social Personal

18. Sustainable Transport 5 minute living concept at Sanoma Mountain Village 5 minutes walk Structural

22. Energy Personal

23. Energy Personal

24. Energy Energy Pay as you save Personal

25. But beware…

26. Efficiency doesn’t always guarantee carbon savings

27. Efficiency doesn’t always guarantee carbon savings Saved: £45 / year Saved: 150 kg CO 2

28. Efficiency doesn’t always guarantee carbon savings Saved: £45 / year Saved: 150 kg CO 2 £45 can buy Cheap flight to turkey ~ 1,000 kg CO 2 7 yoga classes ~ 0 kg CO 2

30. Applying all this theory

31. Our approach 1 Identify your aims 2 Know your audience 3 Develop messages 4 Choose your messenger 5 Engage 6 Monitor & evaluate 7 Exemplify

34. 3 Develop messages Positive messages

35. 3 Develop messages Bad messages “ If everyone in the UK washed their laundry just ten degrees cooler we would need one less 250MW power station!!”

36. 4 Choose your messenger

37. 5 Engage

38. 80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted 5 Engage

39. 80% reduction in splashes observed because it gives men something to aim at, and stops them being distracted 5 Engage A nudge is a small thing that attracts our attention and changes our behaviour . Minor interventions which operate unnoticed in the background. As opposed to a shove.

40. 5 Engage A nudge is a small thing that attracts our attention and changes our behaviour . A minor interventions which operate unnoticed in the background. As opposed to a shove.

41. 6 Monitor & evaluate 7 Exemplify

42. Questions & Activity

44. Thanks for coming Please fill out a feedback form Samuel Smith [email_address] Designing for pro-environmental behaviour change by Samuel Smith is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Based on a work at www.bioregional.com. Permissions beyond the scope of this license may be available at www.bioregional.com