SlideShare una empresa de Scribd logo
1 de 26
Descargar para leer sin conexión
Susan Mazur-Stommen, Ph.D.
Principal and Founder
INDICIA Consulting LLC
Making Changes: Learning from Social Science Research to Drive Behavior Change
AAAS, Washington, D.C. Summer 2015
About me
 I am a cultural anthropologist
 My work takes me interesting places
 Hanging out in a metal fabrication shop in Chicago
listening for air pump leaks
 Eating goat burgers on a farm in rural Alabama.
 Eating ‘slug’ burgers in a small town in Mississippi
 Taking pictures of people’s underwear drawers and
asking about laundry pain points in suburban Southern
California.
 Interviewing truckers at a convention in Dallas, Texas
INDICIA Consulting
 Indicia Consulting is a mission-driven social
enterprise:
 #1 -- increase sustainability via engaging behavior
through proven social science insights and methods.
 All human behavior and its environmental impact --
energy, water, food, transportation, and pollution
control.
 #2 – increase understanding and value of qualitative
theory and methods, particularly from anthropology
 Our focus is on qualitative research, primarily using
ethnographic methods and theories.
Why focus on behavior?
Everything comes back to human behavior, even
installed technology
If people do not choose to purchase, use, or abide by it,
then it will not do the job
We are all convinced that, with the right medium and
data visualization and presentation, people will just
‘get it’
We need to make energy issues concrete and visible
to people in real-time, rather than abstract and after
the fact.
Energy and human behavior
MYTH People don’t care about conserving energy
False: People believe in saving energy, think they already
DO save energy, and also believe not doing so is simply
irresponsible.
People feel good about saving energy, and are excited to
share what they have done in their own homes
People are curious about new ways to save energy – they
just don’t want to be lied, tricked, scared, or forced into it!
We need to stop relying on an outmoded
model – foisting education upon people in
hopes they become ‘better’ consumers, and
instead look to ways that we can foster
better outcomes through changes to
people’s social, natural, and built
environments.
What does not work
Scare tactics do not work,
“Unless carefully used in a
message that contains con-
structive advice and a per-
sonal and direct link with the
individual, fear is likely to
trigger barriers to engage-
ment, such as denial…”
Consumers/water-users/energy-users
do not need to have their cognitive load
increased. Being educated, made aware,
or taught to think about resource use
isn’t sufficient to affect change. People
don’t use resources, they use products
and services
Get people to care about energy
 You can achieve greater
impact and deeper
savings by incorporating
insights from social and
behavioral sciences.
Drivers that motivate
Table1.Typologies
CEE NYSERDA EnergyTrust
Feedback
Energybenchmarking
Feedbackdevices
Informationandtrainingprograms
Framing Framing
Follow-through Follow-through
Decision-making
Commitment
Socialnorms
Persontoperson Inperson
Rewarding
Reward
Sunkcost
Multiprongedstrategies
Get people to change their behavior
 Changing attitudes does not mean that behavior
change automatically follows!
 How many times have YOU tried to change a
behavior you don’t like?
 Creating new habits requires new tools.
What does not work
 Simply telling people what to do, commonly called
education, or raising awareness, does nothing.
 Offering rebates do not motivate behavior change
 Though people who change their behavior can take
advantage of them
 Cash incentives can backfire, removing pre-existing
motivations
 Correct pricing can move markets on the macro-scale
 but does nothing on the ground to change people’s
everyday, observable behaviors.
Tools that work
 Commitment:
 Spoken, written, and public statements reinforce self-
image
 Social Norming:
 No one wants to be weird!
 Prompts:
 Prompts are VISIBLE calls to a specific action
 Convenience:
 Many barriers to behavior change are rooted in
inconvenience that limits ability or incentive to take
action
Tool: Commitment
 One utility found that people who made
a pledge goal achieved 3X savings as the
average (Schick and Goodwin 2011).
 We want to bring our behavior into
alignment with public statements
 Grant McCracken, an anthropologist
from MIT, calls these ‘unities’ in his
theory Diderot’s Bathrobe.
Tool: Social Norming
• Offer demonstration of ‘the norm’
• Make behavior impacts visible and
comparable
• With ‘norms’ NUMBERS MATTER. Show
people that other people are doing it too.
• When to use it: If there is a lack of
motivation due to uncertainty about social
acceptance (Compost toilets, anyone?)
Save the Crabs
• Run-off was impacting the water quality in the Chesapeake Bay
• Homeowners were asked to COMMIT to one specific action: to
fertilize in the fall instead of the spring to reduce runoff into the
bay.
• The campaign was framed around the blue crab, a seafood with local
cultural resonance
• The slogan “Save the crabs…then eat them later” representing the request
to save fertilizing till the fall was promoted by local chefs and local
newspapers
• The program was promoted in restaurants and by homeowners who
displayed signs reading, “No appetizers were harmed in the making of this
lawn.”
• The campaign also used a print and TV media campaign.
• Post-campaign survey results showed that those who were exposed to
the campaign were significantly more likely not to fertilize their lawn
in the spring (Landers et al. 2006).
Tool: Prompts
• Prompts are VISIBLE calls to a specific action
• Prompts are NOT slogans
• Prompts can be delivered through signage, feedback
devices, or reminders (like a door hanger)
• Prompts need to be placed in physical proximity to the
targeted action
• Prompts need to be deployed as close to the timing of
the action as possible
• Prompts also require placement within a natural
sequence of actions:
• When to use it: If a major barrier to completing an action
is forgetfulness or a lack of instant cues, providing a
prompt can be an effective intervention.
Tool: Convenience
• Barriers can be found in the built environment:
• Example, you may want to encourage taking the stairs, but
the stairs are located at the opposite end of the building
• Barriers can also appear in the processes we encounter as we
navigate our day:
• Example, you want employees to bike to work more often,
but have an 8:00AM all-hands staff meeting every
morning.
• There are barriers to be found in our shared infrastructure:
• People cannot walk to lunch due to pedestrian unfriendly
roadway design
• When to use it: If there is a structural or procedural barrier
that causes significant inconvenience to completing an action,
a convenience-altering intervention should be implemented.
Scoop the Poop
• Austin, Texas has a reputation for being quite a dog-friendly
town
• Downside: Austin has to deal with over 60,000 pounds of dog
waste every day
• This impacts the local waterways, leading to bacterial
contamination, algal blooms, and fish kills.
• As a deterrent, the city of Austin implemented a $500 fine for
dog owners who do not clean up after their dogs.
• No officer, no citation, no compliance.
• Surveys and interviews identified several barriers to cleaning up
dog poop. These barriers included:
• No convenient access to plastic baggies
• Trash cans not close by
• The task is messy and dirty
• “One little pile” is not a problem
• The belief that it is natural fertilizer!!!
Scoop the Poop
• “Mutt Mitt” stations were installed in city parks.
• In 2000, 25 stations were installed, by 2010 over 150 stations
were available in 90 parks.
• The stations are stocked with plastic bags that “protect the
hand like a glove.”
• The stations are accompanied by with a phone number for
people to call to report violations or empty dispensers
• Problems with water quality remained, so in 2009 messaging
was added to the Scoop the Poop program in Austin:
• In 2001, 75,000 Mutt Mitts were distributed to dispose of about
37,500 pounds of dog waste.
• By 2009, about 2.4 million Mitts were distributed to dispose of 1.2
million pounds of dog waste.
• Bacteria levels in local streams near off-leash dog parks
have improved.
Behavior change campaigns
 Must become multi-modal, multi-channel,
multi-message, multi-messenger.
 Must meet people on their own ground, using
language they understand, and peer-champions
they relate to.
 Must use methods that are appropriate for
different learning styles, not just the visual-
verbal.
Energy and human behavior
One theme to bind them
There is no universal solution or quick fix.
Any program or policy must:
• Keep it local and respect the culture
• Use emerging technologies to reinforce good
habits
• Parse your data to understand behavior
• Focus on outcomes
What can you do?
 Remember that small changes can have large
impacts.
 Seek to piggyback culture change onto
technological innovations.
 Empower local and indigenous solutions.
ADDITIONAL INFORMATION
 For more of our activities, including links to papers, press
articles, and slide decks, please visit our website at
www.indiciaconsulting.com
 Email us at:
 info@indiciaconsulting.com
 Follow us at:
 @IndiciaInfo
 Visit and Like us at:
 Facebook.com/indiciaconsulting
 Read our blog, Small Signs and Omens:
 indiciaconsulting.blogspot.com

Más contenido relacionado

La actualidad más candente

Water: A Catalyst for Economic Development and Self-Sufficient Communities
Water: A Catalyst for Economic Development and Self-Sufficient Communities  Water: A Catalyst for Economic Development and Self-Sufficient Communities
Water: A Catalyst for Economic Development and Self-Sufficient Communities WellAware
 
Creating demand for toilets in rural Karnataka, India
Creating demand for toilets in rural Karnataka, IndiaCreating demand for toilets in rural Karnataka, India
Creating demand for toilets in rural Karnataka, IndiaIndia Water Portal
 
Applying human psychology to recycling
Applying human psychology to recyclingApplying human psychology to recycling
Applying human psychology to recyclingMarcus Tay Guan Hock
 
Using Human Psychology to influence recycling and green habits (old version)
Using Human Psychology to influence recycling and green habits (old version)Using Human Psychology to influence recycling and green habits (old version)
Using Human Psychology to influence recycling and green habits (old version)Marcus Tay Guan Hock
 
Getting the Work Done
Getting the Work DoneGetting the Work Done
Getting the Work Donecohous
 
Community Gardens Toolkit - Natopia:
Community Gardens Toolkit - Natopia:Community Gardens Toolkit - Natopia:
Community Gardens Toolkit - Natopia:GeoAnitia
 
Help Davao: SurfAid International early results from CLTS in Nias, Indonesia
Help Davao: SurfAid International early results from CLTS in Nias, Indonesia Help Davao: SurfAid International early results from CLTS in Nias, Indonesia
Help Davao: SurfAid International early results from CLTS in Nias, Indonesia Declan Hearne
 

La actualidad más candente (15)

waste disposal
waste disposalwaste disposal
waste disposal
 
Water: A Catalyst for Economic Development and Self-Sufficient Communities
Water: A Catalyst for Economic Development and Self-Sufficient Communities  Water: A Catalyst for Economic Development and Self-Sufficient Communities
Water: A Catalyst for Economic Development and Self-Sufficient Communities
 
Moringa life project_eng
Moringa life project_engMoringa life project_eng
Moringa life project_eng
 
Sustainability Defined
Sustainability DefinedSustainability Defined
Sustainability Defined
 
Creating demand for toilets in rural Karnataka, India
Creating demand for toilets in rural Karnataka, IndiaCreating demand for toilets in rural Karnataka, India
Creating demand for toilets in rural Karnataka, India
 
Applying human psychology to recycling
Applying human psychology to recyclingApplying human psychology to recycling
Applying human psychology to recycling
 
Serving the needs of underserved by Varma
Serving the needs of underserved by VarmaServing the needs of underserved by Varma
Serving the needs of underserved by Varma
 
Using Human Psychology to influence recycling and green habits (old version)
Using Human Psychology to influence recycling and green habits (old version)Using Human Psychology to influence recycling and green habits (old version)
Using Human Psychology to influence recycling and green habits (old version)
 
Getting the Work Done
Getting the Work DoneGetting the Work Done
Getting the Work Done
 
What sustainability means to me
What sustainability means to meWhat sustainability means to me
What sustainability means to me
 
Community Gardens Toolkit - Natopia:
Community Gardens Toolkit - Natopia:Community Gardens Toolkit - Natopia:
Community Gardens Toolkit - Natopia:
 
Sustainable Lifestyles: The Trendsetters
Sustainable Lifestyles: The TrendsettersSustainable Lifestyles: The Trendsetters
Sustainable Lifestyles: The Trendsetters
 
Help Davao: SurfAid International early results from CLTS in Nias, Indonesia
Help Davao: SurfAid International early results from CLTS in Nias, Indonesia Help Davao: SurfAid International early results from CLTS in Nias, Indonesia
Help Davao: SurfAid International early results from CLTS in Nias, Indonesia
 
HNP print presentation
HNP print presentationHNP print presentation
HNP print presentation
 
A Green Office
A Green OfficeA Green Office
A Green Office
 

Destacado

Ethnography of Cool Roof Retrofits: BECC 2011
Ethnography of Cool Roof Retrofits: BECC 2011Ethnography of Cool Roof Retrofits: BECC 2011
Ethnography of Cool Roof Retrofits: BECC 2011Indicia Consulting LLC
 
SPARK15: Simplifying Sustainability Through Gamification
SPARK15: Simplifying Sustainability Through GamificationSPARK15: Simplifying Sustainability Through Gamification
SPARK15: Simplifying Sustainability Through GamificationUrjanet
 
Not So Easy: Accessing Energy Efficiency in New Orleans, LA
Not So Easy: Accessing Energy Efficiency in New Orleans, LANot So Easy: Accessing Energy Efficiency in New Orleans, LA
Not So Easy: Accessing Energy Efficiency in New Orleans, LAIndicia Consulting LLC
 
Community based marketing programs that get results
Community based marketing programs that get resultsCommunity based marketing programs that get results
Community based marketing programs that get resultsIllume Advising
 
A Shift in Perspective- From Measures to Customers
A Shift in Perspective- From Measures to Customers A Shift in Perspective- From Measures to Customers
A Shift in Perspective- From Measures to Customers Laura Orfanedes
 
Aceee know before you go
Aceee know before you goAceee know before you go
Aceee know before you goIllume Advising
 
Spreading the Message - Leveraging National Campaigns
Spreading the Message - Leveraging National CampaignsSpreading the Message - Leveraging National Campaigns
Spreading the Message - Leveraging National CampaignsIllume Advising
 
Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...
Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...
Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...Beth Karlin
 
innovations_in_home_energy_use
innovations_in_home_energy_useinnovations_in_home_energy_use
innovations_in_home_energy_useAmit Singh
 
People Centered Initiatives Feb 18, 2010
People Centered Initiatives  Feb 18, 2010People Centered Initiatives  Feb 18, 2010
People Centered Initiatives Feb 18, 2010kehrhardt
 
ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017
ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017
ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017Annie Gilleo
 
Gamify energy saving campaign
Gamify energy saving campaignGamify energy saving campaign
Gamify energy saving campaignroyhoh
 
The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?
The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?
The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?swissnex San Francisco
 
Using behavior change principles to increase the performance of “traditional”...
Using behavior change principles to increase the performance of “traditional”...Using behavior change principles to increase the performance of “traditional”...
Using behavior change principles to increase the performance of “traditional”...Center for Energy and Environment
 
The Psychology of Sustainability
The Psychology of SustainabilityThe Psychology of Sustainability
The Psychology of SustainabilityBeth Karlin
 
Gamification for Utilities - Energy 2014
Gamification for Utilities - Energy 2014Gamification for Utilities - Energy 2014
Gamification for Utilities - Energy 2014Steven Bradley
 
SxSW 2012: Applying Behavior Design
SxSW 2012: Applying Behavior DesignSxSW 2012: Applying Behavior Design
SxSW 2012: Applying Behavior DesignChris Risdon
 

Destacado (20)

Ethnography of Cool Roof Retrofits: BECC 2011
Ethnography of Cool Roof Retrofits: BECC 2011Ethnography of Cool Roof Retrofits: BECC 2011
Ethnography of Cool Roof Retrofits: BECC 2011
 
SPARK15: Simplifying Sustainability Through Gamification
SPARK15: Simplifying Sustainability Through GamificationSPARK15: Simplifying Sustainability Through Gamification
SPARK15: Simplifying Sustainability Through Gamification
 
Not So Easy: Accessing Energy Efficiency in New Orleans, LA
Not So Easy: Accessing Energy Efficiency in New Orleans, LANot So Easy: Accessing Energy Efficiency in New Orleans, LA
Not So Easy: Accessing Energy Efficiency in New Orleans, LA
 
Community based marketing programs that get results
Community based marketing programs that get resultsCommunity based marketing programs that get results
Community based marketing programs that get results
 
A Shift in Perspective- From Measures to Customers
A Shift in Perspective- From Measures to Customers A Shift in Perspective- From Measures to Customers
A Shift in Perspective- From Measures to Customers
 
Aceee know before you go
Aceee know before you goAceee know before you go
Aceee know before you go
 
Spreading the Message - Leveraging National Campaigns
Spreading the Message - Leveraging National CampaignsSpreading the Message - Leveraging National Campaigns
Spreading the Message - Leveraging National Campaigns
 
RUSSELL EffNS 20151020 copy
RUSSELL EffNS 20151020 copyRUSSELL EffNS 20151020 copy
RUSSELL EffNS 20151020 copy
 
Slides for aesp fall sv
Slides for aesp fall svSlides for aesp fall sv
Slides for aesp fall sv
 
Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...
Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...
Exploring Deep Savings: A Toolkit for Assessing Behavior-Based Energy Interve...
 
innovations_in_home_energy_use
innovations_in_home_energy_useinnovations_in_home_energy_use
innovations_in_home_energy_use
 
People Centered Initiatives Feb 18, 2010
People Centered Initiatives  Feb 18, 2010People Centered Initiatives  Feb 18, 2010
People Centered Initiatives Feb 18, 2010
 
ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017
ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017
ACEEE Presentation to PA Climate Change Advisory Committee Jan. 2017
 
Do You Need Games in Your Portfolio?
Do You Need Games in Your Portfolio?Do You Need Games in Your Portfolio?
Do You Need Games in Your Portfolio?
 
Gamify energy saving campaign
Gamify energy saving campaignGamify energy saving campaign
Gamify energy saving campaign
 
The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?
The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?
The Psychology of Energy Conservation: Are You Smarter Than A Refrigerator?
 
Using behavior change principles to increase the performance of “traditional”...
Using behavior change principles to increase the performance of “traditional”...Using behavior change principles to increase the performance of “traditional”...
Using behavior change principles to increase the performance of “traditional”...
 
The Psychology of Sustainability
The Psychology of SustainabilityThe Psychology of Sustainability
The Psychology of Sustainability
 
Gamification for Utilities - Energy 2014
Gamification for Utilities - Energy 2014Gamification for Utilities - Energy 2014
Gamification for Utilities - Energy 2014
 
SxSW 2012: Applying Behavior Design
SxSW 2012: Applying Behavior DesignSxSW 2012: Applying Behavior Design
SxSW 2012: Applying Behavior Design
 

Similar a Energy and human behavior

Behavior Change for Sustainable Consumption - London Sustainability Communica...
Behavior Change for Sustainable Consumption - London Sustainability Communica...Behavior Change for Sustainable Consumption - London Sustainability Communica...
Behavior Change for Sustainable Consumption - London Sustainability Communica...Ruth Doyle
 
Motivating The Public For Environmental Action
Motivating The Public For Environmental ActionMotivating The Public For Environmental Action
Motivating The Public For Environmental Actioncmausner
 
COMMUNITY LED TOTAL SANITATION
COMMUNITY LED TOTAL SANITATIONCOMMUNITY LED TOTAL SANITATION
COMMUNITY LED TOTAL SANITATIONOCI NIGERIA
 
Behavioral Psychology On Recycling Presentation For Arizona Recycling Coalition
Behavioral Psychology On Recycling Presentation For Arizona Recycling CoalitionBehavioral Psychology On Recycling Presentation For Arizona Recycling Coalition
Behavioral Psychology On Recycling Presentation For Arizona Recycling CoalitionDenette
 
Consumption Inds
Consumption IndsConsumption Inds
Consumption IndsTamara Wyld
 
Culture Change: Behaviour change and audience engagement
Culture Change: Behaviour change and audience engagementCulture Change: Behaviour change and audience engagement
Culture Change: Behaviour change and audience engagementJulie's Bicycle
 
Behavior Change Symposium Overview
Behavior Change Symposium OverviewBehavior Change Symposium Overview
Behavior Change Symposium OverviewKelley Dennings, PMP
 
Graham Russell: A Persuasive Approach
Graham Russell: A Persuasive ApproachGraham Russell: A Persuasive Approach
Graham Russell: A Persuasive ApproachCommunicate
 
Design with social impact for rural communities in Africa
Design with social impact for rural communities in AfricaDesign with social impact for rural communities in Africa
Design with social impact for rural communities in Africalenses
 
Functional Health Pattern Community Assessment
Functional Health Pattern Community AssessmentFunctional Health Pattern Community Assessment
Functional Health Pattern Community AssessmentSusan Kennedy
 
CONSENSUS HomeLab - Sustainable Washing Report
CONSENSUS HomeLab - Sustainable Washing ReportCONSENSUS HomeLab - Sustainable Washing Report
CONSENSUS HomeLab - Sustainable Washing ReportRuth Doyle
 
Transition Guelph: From Oil Dependency to Local Resilience
Transition Guelph: From Oil Dependency to Local ResilienceTransition Guelph: From Oil Dependency to Local Resilience
Transition Guelph: From Oil Dependency to Local ResilienceBringFoodHome
 
Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...
Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...
Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...CharityComms
 
Change Day, looking back, looking forward
Change Day, looking back, looking forwardChange Day, looking back, looking forward
Change Day, looking back, looking forwardNHS Horizons
 
Beyond Education: Using Social Science to Promote Recycling
Beyond Education: Using Social Science to Promote RecyclingBeyond Education: Using Social Science to Promote Recycling
Beyond Education: Using Social Science to Promote RecyclingCircular Economy Asia
 
Beyond Behaviour Change
Beyond Behaviour ChangeBeyond Behaviour Change
Beyond Behaviour ChangeActant
 
UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)ux singapore
 
Sustainable Communications: The Known Universe
Sustainable Communications: The Known UniverseSustainable Communications: The Known Universe
Sustainable Communications: The Known UniverseIAP2 Cascade Chapter
 

Similar a Energy and human behavior (20)

Behavior Change for Sustainable Consumption - London Sustainability Communica...
Behavior Change for Sustainable Consumption - London Sustainability Communica...Behavior Change for Sustainable Consumption - London Sustainability Communica...
Behavior Change for Sustainable Consumption - London Sustainability Communica...
 
Motivating The Public For Environmental Action
Motivating The Public For Environmental ActionMotivating The Public For Environmental Action
Motivating The Public For Environmental Action
 
COMMUNITY LED TOTAL SANITATION
COMMUNITY LED TOTAL SANITATIONCOMMUNITY LED TOTAL SANITATION
COMMUNITY LED TOTAL SANITATION
 
Behavioral Psychology On Recycling Presentation For Arizona Recycling Coalition
Behavioral Psychology On Recycling Presentation For Arizona Recycling CoalitionBehavioral Psychology On Recycling Presentation For Arizona Recycling Coalition
Behavioral Psychology On Recycling Presentation For Arizona Recycling Coalition
 
Consumption Inds
Consumption IndsConsumption Inds
Consumption Inds
 
Culture Change: Behaviour change and audience engagement
Culture Change: Behaviour change and audience engagementCulture Change: Behaviour change and audience engagement
Culture Change: Behaviour change and audience engagement
 
Improving Litter Behaviour
Improving Litter BehaviourImproving Litter Behaviour
Improving Litter Behaviour
 
Behavior Change Symposium Overview
Behavior Change Symposium OverviewBehavior Change Symposium Overview
Behavior Change Symposium Overview
 
Graham Russell: A Persuasive Approach
Graham Russell: A Persuasive ApproachGraham Russell: A Persuasive Approach
Graham Russell: A Persuasive Approach
 
Design with social impact for rural communities in Africa
Design with social impact for rural communities in AfricaDesign with social impact for rural communities in Africa
Design with social impact for rural communities in Africa
 
Functional Health Pattern Community Assessment
Functional Health Pattern Community AssessmentFunctional Health Pattern Community Assessment
Functional Health Pattern Community Assessment
 
CONSENSUS HomeLab - Sustainable Washing Report
CONSENSUS HomeLab - Sustainable Washing ReportCONSENSUS HomeLab - Sustainable Washing Report
CONSENSUS HomeLab - Sustainable Washing Report
 
Transition Guelph: From Oil Dependency to Local Resilience
Transition Guelph: From Oil Dependency to Local ResilienceTransition Guelph: From Oil Dependency to Local Resilience
Transition Guelph: From Oil Dependency to Local Resilience
 
Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...
Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...
Behaviour change ideas. The art and science of mass persuasion seminar, 12 No...
 
World usability day
World usability dayWorld usability day
World usability day
 
Change Day, looking back, looking forward
Change Day, looking back, looking forwardChange Day, looking back, looking forward
Change Day, looking back, looking forward
 
Beyond Education: Using Social Science to Promote Recycling
Beyond Education: Using Social Science to Promote RecyclingBeyond Education: Using Social Science to Promote Recycling
Beyond Education: Using Social Science to Promote Recycling
 
Beyond Behaviour Change
Beyond Behaviour ChangeBeyond Behaviour Change
Beyond Behaviour Change
 
UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
 
Sustainable Communications: The Known Universe
Sustainable Communications: The Known UniverseSustainable Communications: The Known Universe
Sustainable Communications: The Known Universe
 

Más de Indicia Consulting LLC

Learnings from Community Engagement: A heat resilience project in Fresno
Learnings from Community Engagement: A heat resilience project in FresnoLearnings from Community Engagement: A heat resilience project in Fresno
Learnings from Community Engagement: A heat resilience project in FresnoIndicia Consulting LLC
 
Ethnographies of energy: Recruiting participants for in-home interviews
Ethnographies of energy: Recruiting participants for in-home interviewsEthnographies of energy: Recruiting participants for in-home interviews
Ethnographies of energy: Recruiting participants for in-home interviewsIndicia Consulting LLC
 
Running a business as an anthropologist
Running a business as an anthropologistRunning a business as an anthropologist
Running a business as an anthropologistIndicia Consulting LLC
 
Preparing students to practice anthropology
Preparing students to practice anthropologyPreparing students to practice anthropology
Preparing students to practice anthropologyIndicia Consulting LLC
 
Ethnographies of energy as tools for public policy
Ethnographies of energy as tools for public policyEthnographies of energy as tools for public policy
Ethnographies of energy as tools for public policyIndicia Consulting LLC
 
Who are we and what do we do? Indicia Consulting
Who are we and what do we do? Indicia ConsultingWho are we and what do we do? Indicia Consulting
Who are we and what do we do? Indicia ConsultingIndicia Consulting LLC
 
Ethnographies of Energy: Three Projects
Ethnographies of Energy: Three ProjectsEthnographies of Energy: Three Projects
Ethnographies of Energy: Three ProjectsIndicia Consulting LLC
 

Más de Indicia Consulting LLC (13)

Learnings from Community Engagement: A heat resilience project in Fresno
Learnings from Community Engagement: A heat resilience project in FresnoLearnings from Community Engagement: A heat resilience project in Fresno
Learnings from Community Engagement: A heat resilience project in Fresno
 
Ethnographies of energy: Recruiting participants for in-home interviews
Ethnographies of energy: Recruiting participants for in-home interviewsEthnographies of energy: Recruiting participants for in-home interviews
Ethnographies of energy: Recruiting participants for in-home interviews
 
Heat resilience in Stockton
Heat resilience in StocktonHeat resilience in Stockton
Heat resilience in Stockton
 
What is ethnography
What is ethnographyWhat is ethnography
What is ethnography
 
BECC Presentation 2020
BECC Presentation 2020BECC Presentation 2020
BECC Presentation 2020
 
Practicing anthropology
Practicing anthropologyPracticing anthropology
Practicing anthropology
 
Running a business as an anthropologist
Running a business as an anthropologistRunning a business as an anthropologist
Running a business as an anthropologist
 
Preparing students to practice anthropology
Preparing students to practice anthropologyPreparing students to practice anthropology
Preparing students to practice anthropology
 
Ethnographies of energy as tools for public policy
Ethnographies of energy as tools for public policyEthnographies of energy as tools for public policy
Ethnographies of energy as tools for public policy
 
The infamous Christmas Food paper
The infamous Christmas Food paperThe infamous Christmas Food paper
The infamous Christmas Food paper
 
Who are we and what do we do? Indicia Consulting
Who are we and what do we do? Indicia ConsultingWho are we and what do we do? Indicia Consulting
Who are we and what do we do? Indicia Consulting
 
Ethnographies of Energy: Three Projects
Ethnographies of Energy: Three ProjectsEthnographies of Energy: Three Projects
Ethnographies of Energy: Three Projects
 
Better Big Macs
Better Big MacsBetter Big Macs
Better Big Macs
 

Último

Item 2.b The transformative effects of the Paris Agreement
Item 2.b The transformative effects of the Paris AgreementItem 2.b The transformative effects of the Paris Agreement
Item 2.b The transformative effects of the Paris AgreementOECD Environment
 
Narrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docx
Narrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docxNarrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docx
Narrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docxJeneroseBaldoza
 
Third OECD-DOE Workshop Photo slide show.pdf
Third OECD-DOE Workshop Photo slide show.pdfThird OECD-DOE Workshop Photo slide show.pdf
Third OECD-DOE Workshop Photo slide show.pdfOECD Environment
 
Save the Environment - Environ Craft
Save the Environment -     Environ CraftSave the Environment -     Environ Craft
Save the Environment - Environ Craftenvironcraft
 
Capacity Building in oil palm trade and sustainability
Capacity Building in oil palm trade and sustainabilityCapacity Building in oil palm trade and sustainability
Capacity Building in oil palm trade and sustainabilityCIFOR-ICRAF
 
Item 2. a Update from the Secretariat
Item 2. a Update from the SecretariatItem 2. a Update from the Secretariat
Item 2. a Update from the SecretariatOECD Environment
 
How Long Does It Take Jackfruit To Bear Fruit?
How Long Does It Take Jackfruit To Bear Fruit?How Long Does It Take Jackfruit To Bear Fruit?
How Long Does It Take Jackfruit To Bear Fruit?EvergladesFarm
 
Incentive Scheme for Smallholders
Incentive Scheme for Smallholders Incentive Scheme for Smallholders
Incentive Scheme for Smallholders CIFOR-ICRAF
 
EC-funded Projects and CAPs Webinar slides
EC-funded Projects and CAPs Webinar slidesEC-funded Projects and CAPs Webinar slides
EC-funded Projects and CAPs Webinar slidesweADAPT
 
Green Giraffe Advisory: Offshore wind market today.pdf
Green Giraffe Advisory: Offshore wind market today.pdfGreen Giraffe Advisory: Offshore wind market today.pdf
Green Giraffe Advisory: Offshore wind market today.pdfOECD Environment
 
Item 7. Discussion on PWB 2023-24 work related to adaptation
Item 7. Discussion on PWB 2023-24 work related to adaptationItem 7. Discussion on PWB 2023-24 work related to adaptation
Item 7. Discussion on PWB 2023-24 work related to adaptationOECD Environment
 
Pathways to sustainable trade and system dynamic simulation
Pathways to sustainable trade and system dynamic simulationPathways to sustainable trade and system dynamic simulation
Pathways to sustainable trade and system dynamic simulationCIFOR-ICRAF
 
Item 3. Developing EPOC’s PWB related to mitigation for 2025-26
Item 3. Developing EPOC’s PWB related to mitigation for 2025-26Item 3. Developing EPOC’s PWB related to mitigation for 2025-26
Item 3. Developing EPOC’s PWB related to mitigation for 2025-26OECD Environment
 
Monitoring songbirds' online market
Monitoring songbirds' online market Monitoring songbirds' online market
Monitoring songbirds' online market CIFOR-ICRAF
 
The Dark Cloud of Global Air Pollution - Epcon
The Dark Cloud of Global Air Pollution - EpconThe Dark Cloud of Global Air Pollution - Epcon
The Dark Cloud of Global Air Pollution - EpconEpconLP
 
4th Earthquake Drill Narraative Report.docx
4th Earthquake Drill Narraative Report.docx4th Earthquake Drill Narraative Report.docx
4th Earthquake Drill Narraative Report.docxJeneroseBaldoza
 
Supporting Farmer Transition to Produce Deforestation-Free Coffee
Supporting Farmer Transition to Produce Deforestation-Free CoffeeSupporting Farmer Transition to Produce Deforestation-Free Coffee
Supporting Farmer Transition to Produce Deforestation-Free CoffeeCIFOR-ICRAF
 
Personal Protective Equipment OSHA Regulations
Personal Protective Equipment OSHA RegulationsPersonal Protective Equipment OSHA Regulations
Personal Protective Equipment OSHA RegulationsATI Construction Products
 
Purva Tranquillity best living place in East Bangalore
Purva Tranquillity best living place in East BangalorePurva Tranquillity best living place in East Bangalore
Purva Tranquillity best living place in East BangaloreNikki Harris
 
I MSc II Semester - Characteristics of a population.ppt
I MSc II Semester - Characteristics of a population.pptI MSc II Semester - Characteristics of a population.ppt
I MSc II Semester - Characteristics of a population.pptaigil2
 

Último (20)

Item 2.b The transformative effects of the Paris Agreement
Item 2.b The transformative effects of the Paris AgreementItem 2.b The transformative effects of the Paris Agreement
Item 2.b The transformative effects of the Paris Agreement
 
Narrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docx
Narrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docxNarrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docx
Narrative Report on 3rd NNational Simultaneous Earthquake Drill2023.docx
 
Third OECD-DOE Workshop Photo slide show.pdf
Third OECD-DOE Workshop Photo slide show.pdfThird OECD-DOE Workshop Photo slide show.pdf
Third OECD-DOE Workshop Photo slide show.pdf
 
Save the Environment - Environ Craft
Save the Environment -     Environ CraftSave the Environment -     Environ Craft
Save the Environment - Environ Craft
 
Capacity Building in oil palm trade and sustainability
Capacity Building in oil palm trade and sustainabilityCapacity Building in oil palm trade and sustainability
Capacity Building in oil palm trade and sustainability
 
Item 2. a Update from the Secretariat
Item 2. a Update from the SecretariatItem 2. a Update from the Secretariat
Item 2. a Update from the Secretariat
 
How Long Does It Take Jackfruit To Bear Fruit?
How Long Does It Take Jackfruit To Bear Fruit?How Long Does It Take Jackfruit To Bear Fruit?
How Long Does It Take Jackfruit To Bear Fruit?
 
Incentive Scheme for Smallholders
Incentive Scheme for Smallholders Incentive Scheme for Smallholders
Incentive Scheme for Smallholders
 
EC-funded Projects and CAPs Webinar slides
EC-funded Projects and CAPs Webinar slidesEC-funded Projects and CAPs Webinar slides
EC-funded Projects and CAPs Webinar slides
 
Green Giraffe Advisory: Offshore wind market today.pdf
Green Giraffe Advisory: Offshore wind market today.pdfGreen Giraffe Advisory: Offshore wind market today.pdf
Green Giraffe Advisory: Offshore wind market today.pdf
 
Item 7. Discussion on PWB 2023-24 work related to adaptation
Item 7. Discussion on PWB 2023-24 work related to adaptationItem 7. Discussion on PWB 2023-24 work related to adaptation
Item 7. Discussion on PWB 2023-24 work related to adaptation
 
Pathways to sustainable trade and system dynamic simulation
Pathways to sustainable trade and system dynamic simulationPathways to sustainable trade and system dynamic simulation
Pathways to sustainable trade and system dynamic simulation
 
Item 3. Developing EPOC’s PWB related to mitigation for 2025-26
Item 3. Developing EPOC’s PWB related to mitigation for 2025-26Item 3. Developing EPOC’s PWB related to mitigation for 2025-26
Item 3. Developing EPOC’s PWB related to mitigation for 2025-26
 
Monitoring songbirds' online market
Monitoring songbirds' online market Monitoring songbirds' online market
Monitoring songbirds' online market
 
The Dark Cloud of Global Air Pollution - Epcon
The Dark Cloud of Global Air Pollution - EpconThe Dark Cloud of Global Air Pollution - Epcon
The Dark Cloud of Global Air Pollution - Epcon
 
4th Earthquake Drill Narraative Report.docx
4th Earthquake Drill Narraative Report.docx4th Earthquake Drill Narraative Report.docx
4th Earthquake Drill Narraative Report.docx
 
Supporting Farmer Transition to Produce Deforestation-Free Coffee
Supporting Farmer Transition to Produce Deforestation-Free CoffeeSupporting Farmer Transition to Produce Deforestation-Free Coffee
Supporting Farmer Transition to Produce Deforestation-Free Coffee
 
Personal Protective Equipment OSHA Regulations
Personal Protective Equipment OSHA RegulationsPersonal Protective Equipment OSHA Regulations
Personal Protective Equipment OSHA Regulations
 
Purva Tranquillity best living place in East Bangalore
Purva Tranquillity best living place in East BangalorePurva Tranquillity best living place in East Bangalore
Purva Tranquillity best living place in East Bangalore
 
I MSc II Semester - Characteristics of a population.ppt
I MSc II Semester - Characteristics of a population.pptI MSc II Semester - Characteristics of a population.ppt
I MSc II Semester - Characteristics of a population.ppt
 

Energy and human behavior

  • 1. Susan Mazur-Stommen, Ph.D. Principal and Founder INDICIA Consulting LLC Making Changes: Learning from Social Science Research to Drive Behavior Change AAAS, Washington, D.C. Summer 2015
  • 2. About me  I am a cultural anthropologist  My work takes me interesting places  Hanging out in a metal fabrication shop in Chicago listening for air pump leaks  Eating goat burgers on a farm in rural Alabama.  Eating ‘slug’ burgers in a small town in Mississippi  Taking pictures of people’s underwear drawers and asking about laundry pain points in suburban Southern California.  Interviewing truckers at a convention in Dallas, Texas
  • 3. INDICIA Consulting  Indicia Consulting is a mission-driven social enterprise:  #1 -- increase sustainability via engaging behavior through proven social science insights and methods.  All human behavior and its environmental impact -- energy, water, food, transportation, and pollution control.  #2 – increase understanding and value of qualitative theory and methods, particularly from anthropology  Our focus is on qualitative research, primarily using ethnographic methods and theories.
  • 4. Why focus on behavior? Everything comes back to human behavior, even installed technology If people do not choose to purchase, use, or abide by it, then it will not do the job We are all convinced that, with the right medium and data visualization and presentation, people will just ‘get it’ We need to make energy issues concrete and visible to people in real-time, rather than abstract and after the fact.
  • 6. MYTH People don’t care about conserving energy False: People believe in saving energy, think they already DO save energy, and also believe not doing so is simply irresponsible. People feel good about saving energy, and are excited to share what they have done in their own homes People are curious about new ways to save energy – they just don’t want to be lied, tricked, scared, or forced into it!
  • 7. We need to stop relying on an outmoded model – foisting education upon people in hopes they become ‘better’ consumers, and instead look to ways that we can foster better outcomes through changes to people’s social, natural, and built environments.
  • 8. What does not work Scare tactics do not work, “Unless carefully used in a message that contains con- structive advice and a per- sonal and direct link with the individual, fear is likely to trigger barriers to engage- ment, such as denial…”
  • 9. Consumers/water-users/energy-users do not need to have their cognitive load increased. Being educated, made aware, or taught to think about resource use isn’t sufficient to affect change. People don’t use resources, they use products and services
  • 10. Get people to care about energy  You can achieve greater impact and deeper savings by incorporating insights from social and behavioral sciences.
  • 11. Drivers that motivate Table1.Typologies CEE NYSERDA EnergyTrust Feedback Energybenchmarking Feedbackdevices Informationandtrainingprograms Framing Framing Follow-through Follow-through Decision-making Commitment Socialnorms Persontoperson Inperson Rewarding Reward Sunkcost Multiprongedstrategies
  • 12. Get people to change their behavior  Changing attitudes does not mean that behavior change automatically follows!  How many times have YOU tried to change a behavior you don’t like?  Creating new habits requires new tools.
  • 13. What does not work  Simply telling people what to do, commonly called education, or raising awareness, does nothing.  Offering rebates do not motivate behavior change  Though people who change their behavior can take advantage of them  Cash incentives can backfire, removing pre-existing motivations  Correct pricing can move markets on the macro-scale  but does nothing on the ground to change people’s everyday, observable behaviors.
  • 14. Tools that work  Commitment:  Spoken, written, and public statements reinforce self- image  Social Norming:  No one wants to be weird!  Prompts:  Prompts are VISIBLE calls to a specific action  Convenience:  Many barriers to behavior change are rooted in inconvenience that limits ability or incentive to take action
  • 15. Tool: Commitment  One utility found that people who made a pledge goal achieved 3X savings as the average (Schick and Goodwin 2011).  We want to bring our behavior into alignment with public statements  Grant McCracken, an anthropologist from MIT, calls these ‘unities’ in his theory Diderot’s Bathrobe.
  • 16. Tool: Social Norming • Offer demonstration of ‘the norm’ • Make behavior impacts visible and comparable • With ‘norms’ NUMBERS MATTER. Show people that other people are doing it too. • When to use it: If there is a lack of motivation due to uncertainty about social acceptance (Compost toilets, anyone?)
  • 17. Save the Crabs • Run-off was impacting the water quality in the Chesapeake Bay • Homeowners were asked to COMMIT to one specific action: to fertilize in the fall instead of the spring to reduce runoff into the bay. • The campaign was framed around the blue crab, a seafood with local cultural resonance • The slogan “Save the crabs…then eat them later” representing the request to save fertilizing till the fall was promoted by local chefs and local newspapers • The program was promoted in restaurants and by homeowners who displayed signs reading, “No appetizers were harmed in the making of this lawn.” • The campaign also used a print and TV media campaign. • Post-campaign survey results showed that those who were exposed to the campaign were significantly more likely not to fertilize their lawn in the spring (Landers et al. 2006).
  • 18. Tool: Prompts • Prompts are VISIBLE calls to a specific action • Prompts are NOT slogans • Prompts can be delivered through signage, feedback devices, or reminders (like a door hanger) • Prompts need to be placed in physical proximity to the targeted action • Prompts need to be deployed as close to the timing of the action as possible • Prompts also require placement within a natural sequence of actions: • When to use it: If a major barrier to completing an action is forgetfulness or a lack of instant cues, providing a prompt can be an effective intervention.
  • 19. Tool: Convenience • Barriers can be found in the built environment: • Example, you may want to encourage taking the stairs, but the stairs are located at the opposite end of the building • Barriers can also appear in the processes we encounter as we navigate our day: • Example, you want employees to bike to work more often, but have an 8:00AM all-hands staff meeting every morning. • There are barriers to be found in our shared infrastructure: • People cannot walk to lunch due to pedestrian unfriendly roadway design • When to use it: If there is a structural or procedural barrier that causes significant inconvenience to completing an action, a convenience-altering intervention should be implemented.
  • 20. Scoop the Poop • Austin, Texas has a reputation for being quite a dog-friendly town • Downside: Austin has to deal with over 60,000 pounds of dog waste every day • This impacts the local waterways, leading to bacterial contamination, algal blooms, and fish kills. • As a deterrent, the city of Austin implemented a $500 fine for dog owners who do not clean up after their dogs. • No officer, no citation, no compliance. • Surveys and interviews identified several barriers to cleaning up dog poop. These barriers included: • No convenient access to plastic baggies • Trash cans not close by • The task is messy and dirty • “One little pile” is not a problem • The belief that it is natural fertilizer!!!
  • 21. Scoop the Poop • “Mutt Mitt” stations were installed in city parks. • In 2000, 25 stations were installed, by 2010 over 150 stations were available in 90 parks. • The stations are stocked with plastic bags that “protect the hand like a glove.” • The stations are accompanied by with a phone number for people to call to report violations or empty dispensers • Problems with water quality remained, so in 2009 messaging was added to the Scoop the Poop program in Austin: • In 2001, 75,000 Mutt Mitts were distributed to dispose of about 37,500 pounds of dog waste. • By 2009, about 2.4 million Mitts were distributed to dispose of 1.2 million pounds of dog waste. • Bacteria levels in local streams near off-leash dog parks have improved.
  • 22. Behavior change campaigns  Must become multi-modal, multi-channel, multi-message, multi-messenger.  Must meet people on their own ground, using language they understand, and peer-champions they relate to.  Must use methods that are appropriate for different learning styles, not just the visual- verbal.
  • 24. One theme to bind them There is no universal solution or quick fix. Any program or policy must: • Keep it local and respect the culture • Use emerging technologies to reinforce good habits • Parse your data to understand behavior • Focus on outcomes
  • 25. What can you do?  Remember that small changes can have large impacts.  Seek to piggyback culture change onto technological innovations.  Empower local and indigenous solutions.
  • 26. ADDITIONAL INFORMATION  For more of our activities, including links to papers, press articles, and slide decks, please visit our website at www.indiciaconsulting.com  Email us at:  info@indiciaconsulting.com  Follow us at:  @IndiciaInfo  Visit and Like us at:  Facebook.com/indiciaconsulting  Read our blog, Small Signs and Omens:  indiciaconsulting.blogspot.com

Notas del editor

  1. Those of us who are advocates for behavior programs are at a point where the specific regulatory environment demands a relatively strict definition of behavior programs. Some of these are incredibly new, a few years old, helped along by new mobile technologies and the increasing familiarity consumers have with those technologies. Behavior programs need a chance to prove themselves before more established programs start using the term because it is trendy, and thus risk re-muddying the waters.
  2. This is critical in the definition of a