Communicate 2019: Riding Waves, Changing Worlds. Presentation by Trewin Restorick

1. PA R A LY S I S O F C H O I C E
A N D T H E A C T I O N PA R A D O X

2. N E I G H B O U R H O O D SH O M E S
FA S H I O NF O O D

3. H U B B U B ’ S A P P R O A C H
Demonstrate that
people are willing
to consider lifestyle
changes with
small exploration
campaigns.
Use this evidence
to secure
permission for
larger scale
changes.
Underpin actions
with the wider
sustainability
narrative
Seek to change
the ‘Systems of
Provision’ making it
easier for people to
act.

4. O U R T H E O R Y O F C H A N G E
O U R T H E O RY O F C H A N G E
In order to change behaviour,
people have to:
P R A C T I C A L
C O N S C I O U S N E S S
What people believe,
think, aspire to,
identify with, are
used to.
e.g. legislation,
policy, education,
infrastructure.
R U L E S A N D
R E S O U R C E S
What’s available
to facilitate
action.
e.g. shifting
attitudes, values
social norms. A C T I O N
A C T I O N
A C T I O N

5. O U R T H E O R Y O F C H A N G E
O U R T H E O RY O F C H A N G E
In order to reduce waste on the high street,
people have to:
P R A C T I C A L
C O N S C I O U S N E S S
People want to
reduce waste on the
high street.
C H A N G E I N
E AT I N G
R O U T I N E S
Recycling facilities,
new eating options,
messaging,
marketing
R U L E S A N D
R E S O U R C E S
The waste
industry, local
authorities,
retailers,
manufacturers
People care about
their local area and
the environment
R E U S E
I N C R E A S E
M O R E
R E CYC L I N G

6. I N P R A C T I C E

7. S T R E E T WA S T E A N D R E C YC L I N G
‘Ballot Bin’
gained
Hubbub
recognition
and credibility
to pilot...
...the ‘One
More Shot’
coffee cup
recycling
bin.
From this
we scaled
to city
wide cup
recycling;
‘Square
Mile
Challenge’.
The
success
and
learnings
enabled us
to develop
‘The Cup
Fund’...
...and
expand
recycling
of different
items on
the go with
‘Leeds By
Example’.
Starbucks 5p
charge has
now enabled
us to shape
the wider
narrative.

8. I K E A A N D I T S FA M I LY M E M B E R S
Household
visits and
a first year
trial of ‘Live
LAGOM’
gained
insights.
New
catalogue
using
Lagomers’
stories to
inform and
inspire
others.
Workshops
and room
sets
designed
to illustrate
LAGOM
living.
IKEA
changes
products
and policy.
Live LAGOM
expands,
gaining new
IKEA family
members
year on
year.
National
marketing
promoting
zero cost
LAGOM
ideas instead
of products.

9. A C T I O N O N M I C R O F I B R E S
Building a
coalition
of experts
and agreed
messages on
the issue.
‘What’s In
My Wash’
installation.
Swell of
‘What’s In
My Wash’
media and
replication
of the idea.
Select
Committee
report.
Government
rejection.
Revise
and refine
strategy.

10. T H A N K Y O U
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