Marcus Tay will share the NUS recycling experience where they employ the understanding of human tendancies to tackle recycling contamination - the first step of a series of improvements that results in a increase of recycling amount from about 80 tonnes a year previously to about 120 tonnes in just 7 months. He will go on to show how to employ the same strategies to attract viewership in emails to the entire school.
This is a presentation at GreenDrinks SIngapore at Jun 10
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Using Human Psychology to influence recycling and green habits (old version)
1. Using Human Psychology to influence recycling and green habits June 2010 Marcus Tay Guan Hock
2. Contents Part 1 : Proven to work public recycling bins techniques Part 2: Uncharted waters – applying human social psychology to mass emails Part 3: Discussion – My personal thoughts on what I want to focus on as an environmentalist
4. IMAGINE: You are done with a fruit juice plastic cup:
5. And you see the following recycling bins: What would you do?
6. Did you recycle correctly? National Environment Agency (NEA) spokesman : throwing waste such as leftover food and drinks into the bins contaminates the recyclable materials and renders them non-recyclable. RECYCLING CONTAMINATION
7. Did you recycle correctly? NEA URL on Brochure for recyclables: http://app2.nea.gov.sg/data/cmsresource/20100120281853527479.pdf
8. How serious is contamination of recycling bins? NEA: About one-fifth of all waste deposited in recycling bins could not be recycled.
11. Users just need to be educated …Straits Times Discussion Board Replies to the article: “Maybe a public campaign should be launched to educate the public on how to use the recyclable bins.….”
14. Recycling well labelled? “Recycling bins are clearly labelled with the materials that can be placed in them.” Singapore Environment Coucil replyto the article
15. Not really… Another Straits Times Discussion Board Reply:“… I for one, was surprised to read from the papers that cardboards that hold food cannot be recycled,cos now I am guilty of throwing my pizza box into the recycle bin.” Need to move beyond just labeling paper, plastic into labeling types of paper and plastic accepted.
18. Results in Jan/Feb 09 Level of contamination dropped drastically. Not perfect
19. Vital Behaviours in tackling recycling contamination At the point of throwing, help people to decide if it can be recycled 2. Give people an option to not throw into the recycling bin if it cannot be recycled.
20. VB1:Recyclable at the point of throwing ? Common recycling bins in Singapore only label “Paper, plastic, cans”
21. Recyclable at the point of throwing ? Need to move beyond just labeling paper, plastic into labeling types of paper and plastic that are accepted.
22. Recyclable at the point of throwing ? V.S Poster on Noticeboards Email circular Presentations during lectures
23. Recyclable at the point of throwing ? Instructions right at the point of throwing
24. Recyclable at the point of throwing ? Expect Error from User = Specific about what to throw Reference:“Nudge – Improving Decisions about Health, wealth and Happiness” For prompts to be effective, they need to be presented as close in time and space as possible to the targeted behaviour… Reference: McKenzie-Mohr, D., & Smith, W. (1999). Fostering sustainable behavior: An introduction to community-based social marketing (2nd ed.)
26. VB2: Option not throw into the recycling bin if it cannot be recycled. Expect less from good human behaviour Partner trash bins with recycling bins
30. Efforts of Oct 2008 to Feb 2009 No complaints yet from Veolia since Aug 2009?
31. Caveat Measures were already halfway through implementation by the time I join. Gave it a psychological basis or reason. Isolate measures to “measure” effectiveness. Applied psychological tendencies for future measures.
32. Other lessons in bin design Poka Yoke(Mistake Proofing) is the way to go
33. Colour scheme of Trash bins Green Trash Bin vsGreen Bottles Recycling Bins These 2 bins should not be placed side by side
34. Solution: Different colour for trash bins Colour scheme of Trash bins – Grey Bins Gradually replace current green trash bins with bluish grey ones over time
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36. No need to remind housekeepers to have round recycling bins all facing frontV.S
40. Bins Design Tips Summary Expect Error from users/staff Be specific about what can be recycled Make the housekeepers job easier with prompts/poka yoke Timing of education Educate at the point of recycling Expect less from good human behavior Partner trash bins with recycling bins
44. Background Rights to mass email the entire school Measured website traffic through Google Analytics Measurement period: Jan to 4th May 2010 “What you don’t measure , you can’t improve.” Jack Welch( Ex CEO of General Electric)
45. Which of the following 3 has the highest traffic? Joint Advisory on Double – sided print for student submission - Feb 24th 2010 IARU Fellowship/ Sustainability Navigator/ OMG campaign - March 29th 2010 Fellowship = internship OMG campaign = freebies Sustainability Navigator = survey for environmentally concerned individuals I am part of NUS community, Are U? – 23rd April ( Exam Period)
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49. Which of the following 3 has the highest traffic? GUESS! Joint Advisory on Double – sided print for student submission - Feb 24th 2010 IARU Fellowship/ Sustainability Navigator/ OMG campaign - March 29th 2010 Fellowship = internship OMG campaign = freebies Sustainability Navigator = survey for environmentally concerned individuals I am part of NUS community, Are U? – 23rd April ( Exam Period)
55. Still pathetic numbers Number of people on mailing list about 50,000 About 4000 people have unsubscribed after offering .
56. Part 3 – Encouraging environmental friendly behaviour My personal thoughts from experience as volunteer, NGO and sadly no corporate
57. They are just not educated/aware Point to the common people for not being educated. Try to convert everyone to a greenie. Main tool: Information campaign. Sometimes for further education for the converts Sometimes preaching to the converts.
58. The world will be a boring place if everyone is greenie My personal way to work: Measure! Use human and social psychology to facilitate influence of human behaviours.