The Average American generates 4.5 pounds of trash per day. As of 2088 California is at a 60% diversion rate.
The 20% 60% 20% rule is that the belief of the general population believes that 20% of the population recycling is what we call the Yuppie recyclers and 20% on the other end represents the Granola Eating Tree huggers. The 60% who represent our target market is who we want to reach also represents the current social norm. We explored the best ways to reach the 60% to help create Social and Environmental resposibility
It was pointed out that Education and Information Can not stand alone.
Pledges and Commitments work well Read
Illustrate the old man and the Fence story.
Give example of recycling program for multi unit housing (Empirian on Central)
When listing the Acceptable Recyclables note that the Do not Recycle list has a negative prompt It is more positive to show what you can recycle with examples
This shows the social norm and the brightly colored containers in residents yards show participation and that recycling in this neighborhood is the social norm
This is another example of creating the Social Norm. Westly Scholtz had his student conduct an experiment at the Carlsbad Inn in California. They took two blocks of rooms and control group one they left the Hotels current message to reuse the towels in the rooms. This message conveys a thank you to the occupants for reusing their towels and informs them that this is environmentally responsible.
In The next group the old signs were replaced with a new sign. This controlled study showed a reduction of 25% in the use of towels by adding the information that 75% of Hotel guests choose to reuse their towels. This illustrates we are more likely to participate if it is a behavior considered the Social Norm.
This shows a 25% reduction in the number of towels taken from the rooms
Carol Werner, Professor of Psychology, University of Utah states that creating environmental responsibility need to be approached with a holistic approach.
Read Points
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Describe signs
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The difference between the two signs. The first sign seemed to demand recycling and was view as to harsh. The second sign showed validation that yes even though it is inconvenient. It is important to Recycle.
It was discussed quite frequently that large companies are using social media for marketing. Schools, Corporations, Municipalities, are using this tool to become familiar to their audience
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