Can Councils Lead Behaviour Change?
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Warren Hatter's slides from a workshop at the SOLACE Conference 2010. The main message is that UK local government needs to build its capacity to use known behavioural effects and behaviour change techniques. The context is carbon reduction, but the implications are broader. Slides revised to include speaker notes as callouts, for maximum effect!
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Can Councils Lead Behaviour Change?
- 1. Can Councils lead Behaviour Change? Warren Hatter Local Improvement Advisor Climate & Behaviour Change Advisor to West Sussex County Council warren@rippleprd.co.uk 07971 413164
- 2. Can Councils lead Behaviour Change? Well, can they? And should they?! Warren Hatter Local Improvement Advisor Climate & Behaviour Change Advisor to West Sussex County Council warren@rippleprd.co.uk 07971 413164
- 3. The almost-famous ʻPiano Stairsʼ. But why does this work? Itʼs not just ʻfunʼ, is it?!
- 4. Signs that behaviour change is being taken seriously … from a broadsheet reader’s perspective at least
- 5. Why does this work? • We are nowhere near as rational in our decision-making as we like to think we are • Though we are predictably irrational (which is helpful) • Our behaviour is highly context- dependent • (though there’s lots we don’t understand) we know it’s linked to our evolutionary success as a ‘Super Social Ape’
- 6. Why does this work? • We are nowhere near as rational in our decision-making as we It’s deep, and we like to thinkshouldn’t deny it! we are • Though we are predictably irrational (which is helpful) • Our behaviour is highly context- dependent • (though there’s lots we don’t understand) we know it’s linked to our evolutionary success as a ‘Super Social Ape’
- 7. One example among many Two groups given information about their neighbourhood energy use Group A example (almost) citedGroup B The by David Cameron in his TED talk. Straight info about energy use Straight info and smiley/sad face Source: Hunting Dynasty
- 8. One example among many Two groups given information about their neighbourhood energy use Group A Group B High users reduced consumption High users reduced consumption Low users increased consumption Low users consistent consumption 40% more energy saved Source: Hunting Dynasty
- 9. One example among many Two groups given information about their neighbourhood energy use Group A Group B Key point: something as simple as a smiley has a major impact, which shows that using behaviour effects can be low/no cost, but can need lots of High users reduced consumption High users reduced consumption expertise. Low users increased consumption Low users consistent consumption 40% more energy saved Source: Hunting Dynasty
- 10. Overview of effects Source: Young Foundation
- 11. Overview of effects This is one of many ways of categorising behavioural effects. The different models have much in common and hardly contradict each other – it’s just that there is no definitive understanding. Source: Young Foundation
- 12. Behavioural Economics Cheat Sheet • Framing • Loss aversion • Social norms If you want to give a non-expert a VERY quick way of thinking about whether they could use behavioural techniques/effects, here is the ultra-shortlist of the effects most likely to work!
- 13. Emissions in a Locality From To …
- 14. Emissions in a Locality From To … In the context of reducing emisssions: the major reductions needed are in the emissions of citizens and businesses, not the state. Limited control over this means that if local authorities are to act as place shapers and reduce emissions, they need to be expert in prompting behaviour change.
- 15. Typical UK Person: 15 tonnes Defence, education and health and social Other services 10% Household fuel 11% Household 13% Vehicle fuel 10% Water and you let people and places take Once Sewage responsibility for their emissions by 2% including embedded emissions, Household Construction this is how electricity 6% Electronic emissions of a typical place or person in the // computers 9% Textiles and the UK break down. What does this air appliances Personal mean in clothes 4% behavioural terms? travel 2% Food and 8% Paper and drink (from printing shops) Cars Hotels, pubs 5% 1% 12% Other Personal and catering 4% transport 3% Source: Mike Berners-Lee
- 16. Typical UK Person: 15 tonnes Defence, education and health and social Other services 10% Household fuel 11% Household 13% Vehicle fuel 10% Water and Sewage 2% Construction Household 6% electricity Electronic / 9% Textiles computers / appliances and Personal air clothes 4% travel 2% Food and 8% Paper and drink (from printing shops) Cars Hotels, pubs 5% 1% 12% Other Personal and catering 4% transport 3% Source: Mike Berners-Lee
- 17. Asparagus (250g pack): 2kg Low Average High 125 g 2 kg 3.5 kg Local In- Air season freighted from Peru There’s lots of knowledge we are just getting to feel our way around. One example of many is the massive difference in emissions between air-freighted and seasonal, local food. Source: Mike Berners-Lee
- 18. Understanding footprints helps us understand behaviour Understanding the real breakdown of the emissions for which we are responsible could lead us to a behavioural checklist – a menu of things that doing more or less of will reduce our emissions. This is a very early draft from WSCC developing this idea in relation to food … Source: West Sussex County Council
- 19. Understanding footprints helps us understand behaviour Source: West Sussex County Council
- 20. … continued Issue Changes in behaviour to address issue … and in relation to transport Speed plays a dominant role in a number of transport indicators •People drive at 60 mph on motorways including fuel consumption and •People drive within speed limits CO2 emissions •People keep the windows up when driving fast A congested drive can cause three times the emissions of the •More people work at home same drive on a clear road •People avoid driving during rush hour •Parents walk their children to school •People to holiday in the UK Flying is 10 times worse than •Businesses to use video-conferencing for taking the train meetings Source: West Sussex County Council
- 21. Not just about CO2 sustainability • Current climate: o how to withdraw from service delivery? • Building Big Society: o how to get people involved who aren’t yet? • Health, crime, etc Behaviour change debates rage in these and other areas – more developed in some than others, as is the expertise.
- 22. Map of behaviour change interven:ons “Carrots” “S:cks” Showers Events WPAs, Love Food Hate Waste, ‘Clearing up’ Physical changes Removing abandoned cars Legisla:on etc Community champions graffi: Co-‐produc:on School Safety Zones Tree wardens, Greening Campaign Safer Routes To School Enforcement Travel plans for site developments Energy Management Project, Energy M’ment Plan ac:ons bike purchase scheme Fees and charges One-‐to-‐ones Car parking charges Fines WPAs, SBP, STAs Financial incen:ves Health checks Engauge, 3-‐in-‐1 Card Mileage budgets Pool bikes Making it easier Consultancy Service redesigns Prosecu:on U:lity management seminars, Engauge Greening Campaign Business WPAs cold-‐calling Peer pressure Naming (and shaming) Safer Routes to School 10% Challenge Rangers’ woodland projects Social adver:sing Informa:on Educa:on Energy Management Project monitoring Love Food, Hate Waste Tree wardens’ awareness raising, Perform driving/cycling courses, Taste magazine, Staff champions Staff sustainability groups Health Walks, Small Change Big Difference booklet Corporate tools Corporate sustainability group Move For Health seminars Sustainability appraisal Bigger Picture training, etc We can map interventions Carbon model in different ways, for Key: different audiences … Targe:ng public businesses Targe:ng staff services
- 23. We use some of this knowledge
- 24. We use some of this knowledge If we look at a local authority’s behaviour change interventions, we can see examples of behaviour change techniques being used, though often unconsciously.
- 25. Operational approach What is needed is more systematic approaches. The MINDSPACE adaptation of the 4Es model was a good start. Source: Mindspace (Institute for Government/Cabinet Office, 2010)
- 26. Operational approach Source: Mindspace (Institute for Government/Cabinet Office, 2010)
- 27. Do we take behaviour change seriously? • JDs? • Capacity? • Manage performance? • Networking? A rhetorical question to be honest! Local authorities have little deliberate capacity in behaviour change theory or practice. This is what I’m working to change – @warrenhatter
Hinweis der Redaktion
- The famous ‘Piano Stairs’. But why does this work? It’s not just ‘fun’, is it?
- From a broadsheet reader’s perspective …
- It’s deep, and we shouldn’t deny it.
- It’s deep, and we shouldn’t deny it.
- The example (almost) cited by David Cameron in his TED talk.
- Key point: something as simple as a smiley has a major impact, which shows that using behaviour effects can be low/no cost, but can need lots of expertise.
- Key point: something as simple as a smiley has a major impact, which shows that using behaviour effects can be low/no cost, but can need lots of expertise.
- This is one of many ways of categorising behavioural effects. The different models have much in common and hardly contradict each other – it’s just that there is no definitive understanding.
- This is one of many ways of categorising behavioural effects. The different models have much in common and hardly contradict each other – it’s just that there is no definitive understanding.
- If you want to give a non-expert a VERY quick way of thinking about whether they could use behavioural techniques/effects, here is the ultra-shortlist of the effects most likely to work!
- In the context of reducing emisssions: the major reductions needed are in the emissions of citizens and businesses, not the state. Limited control over this means that if local authorities are to act as place shapers and reduce emissions, they need to be expert in prompting behaviour change.
- In the context of reducing emisssions: the major reductions needed are in the emissions of citizens and businesses, not the state. Limited control over this means that if local authorities are to act as place shapers and reduce emissions, they need to be expert in prompting behaviour change.
- Once you let people and places take responsibility for their emissions by including embedded emissions, this is how the emissions of a typical place or person in the UK break down. What does this mean in behavioural terms?
- Once you let people and places take responsibility for their emissions by including embedded emissions, this is how the emissions of a typical place or person in the UK break down. What does this mean in behavioural terms?
- There’s lots of knowledge we are just getting to feel our way around. One example of many is the massive difference in emissions between air-freighted and seasonal, local food.
- Understanding the real breakdown of the emissions for which we are responsible could lead us to a behavioural checklist – a menu of things that doing more or less of will reduce our emissions. This is a very early draft from WSCC developing this idea in relation to food …
- Understanding the real breakdown of the emissions for which we are responsible could lead us to a behavioural checklist – a menu of things that doing more or less of will reduce our emissions. This is a very early draft from WSCC developing this idea in relation to food …
- … and in relation to transport.
- Behaviour change debates rage in these and other areas – more developed in some than others, as is the expertise.
- We can map our interventions, though the inclination until now has been to use idiomatic terms like ‘carrot and stick’ to help non-experts access the ideas.
- If we look at a local authority’s behaviour change interventions, we can see examples of behaviour change techniques being used, though often unconsciously.
- If we look at a local authority’s behaviour change interventions, we can see examples of behaviour change techniques being used, though often unconsciously.
- What is needed is more systematic approaches. The MINDSPACE adaptation of the 4Es model was a good start.
- What is needed is more systematic approaches. The MINDSPACE adaptation of the 4Es model was a good start.
- This is a rhetorical question – local authorities have little deliberate capacity in behaviour change theory or practice.