Lighting presentation given for the University of Minnesota Extension Fall Conference 2011

1. CBSM?
A Sustainability Gamechanger
Michelle Vigen
U of M Regional Sustainable Development Partnerships –
Clean Energy Resource Teams (CERTs)
…and the Bush Foundation
U of M Extension 2011 Fall Conference Lighting Talk

2. Changing to preserve what we value
Photo credit: Michelle Vigen Text from RSDP website; Graphic: wordle.net

3. Over 80%
of Americans
worry about the environment.
59% of Americans “worry a
great deal” about the
pollution of drinking water
The American Environmental Values Survey, 2006, SRI Consulting; 2009 Gallup Survey (2009)
http://www.gallup.com/poll/117079/Water-Pollution-Americans-Top-Green-Concern.aspx; Photo credit: http://gijoh.com/

4. The Brain: Pathway or Barrier?
Credit: Psychology of Sustainable Behavior, cover. 2009. Christie Manning and the MN Pollution Control Agency

5. “Don’t leave me hanging!”
Credit: hasenfefferinc; sierraclub.org; http://i-cdn.apartmenttherapy.com; colleensbetterbites

6. 95%
of our behavior
is automatic
Credit: http://www.associatedhomecare.com/ and http://www.carinsurance.org/

7. 1960’s Candid Camera:
The Power of Conformity
Subject enters facing Subject turns BACKWARDS
FORWARD
Credit: From elevator experiment video http://youtu.be/N_jpNPzA3uU

8. Speak to the Automatic Self: CBSM
Community-
Based Change is easier with
Social community than on our own.
Marketing
McKenzie-Mohr, Fostering Sustainable Behavior (1999), also www.cbsm.com

9. What is CBSM?
PSYCHOLOGY
habits, perceptions, knowledge
+ SOCIAL MARKETING
family, friends, community, culture
= Behavior Change
Credit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000

10. What is CBSM?
Selecting initiatives that
focus on outcomes and fit
your community
Credit: wifairevergreensewsandsomuchmore.blogspot.com; McKenzie-Mohr, 2000

11. What is CBSM?
Identifying Barriers
and how to address them
through program design.
Credit: grocery.com; Psychology of Sustainable Behavior, cover. 2009; McKenzie-Mohr, 2000

12. What is CBSM?
Incorporating strategies
that are proven to make
change easier.
Credit: info.ibs-us.com; Psychology of Sustainable Behavior, cover. 2009; McKenzie-Mohr, 2000

13. Social diffusion
How we follow signals and take suggestions from our trusted
sources (family, friends, colleagues, peers).
High Trust = Greater Influence Source: Gallup Poll

14. Social Norming
How we internalize the “normal” behavior of our local
general public as normal, and follow suit. Credit: kwc.org

15. Prompts
Reminders close in proximity and time to the desired action.
Credit: Michelle Vigen

16. Context … matters
Credit: 1.bp.blogspot.com

17. PSYCHOLOGY
habits, perceptions, knowledge
+ SOCIAL MARKETING
family, friends, friends,
community, culture
= Behavior Change
How can you use these ideas?
Credit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000

18. CBSM =
text
COMMUNITY-BASED SOCIAL MARKETING
Makes doing the right thing easier
Builds community connections
Results in lasting sustainable change
How can you use these ideas?
Credit: govconexecutive.com

19. Want more than 4 ½ minutes?
Bush Foundation is providing funding for:
• Presentations
• Workshops
• Project Planning and Implementation
Consulting
Email: vigen010@umn.edu

20. CBSM = Sustainability Changemaker
Michelle Vigen
Email: vigen010@umn.edu
Regional Sustainable Development Partnerships
Clean Energy Resource Teams
Bush Foundation, Leadership Fellow