Breaking Through Barriers
Breaking through Barriers
Transforming Your Community
Objectives • Provide tools to encourage sustainability in your unit • Emphasize your strengths, passions, and skills in relationship to sustainability • Develop plans for integrating sustainability into your unit or community • Provide support and networking beyond the training
Motivating Behavioral Change Phases of Behavioral Change: • Unconscious Negative Behavior • Conscious Negative Behavior
• Conscious Positive Behavior
Education Motivation
Repetition
• Unconscious Positive Behavior Permanent Change
Behavior Change Approaches Attitude – Behavior Approach
Economic Self-Interest Approach
Why so prevalent?
• Underestimate Difficulty • Expediency • Ineffective Models
• Relative Ease • Lack of Evaluations
Community-Based Social Marketing
Community Based Social Marketing Select Behavior
Evaluate
Barriers & Benefits
Implement
Develop Strategies
Collect data first Pilot
Potential Data Sources
Potential Data Sources
What is a behavior audit?
Select behavior
Selecting Behaviors
N on-Divisible
End -State
N o Strategies
Pick one area of sustainability that excites you.
Pick one action within your area that you would like others to embrace.
Barriers
Benefits
Barriers
Motivators
What are some benefits and barriers associated with your action?
Develop Strategies
Develop Strategy Sp ecific Behaviou r
Encou rage
Discou rage
Barriers
Benefits
Behavioral Levers
Behavioral Levers
Strategy: The Nudge Factor Provides freedom of choice… while encouraging better choices
Strategy: Commitments & Goal Setting
From good intentions to action
Strategy: Social Norms
Strategy: Social Norms
Everyone loves a good role model.
Strategy: Social Diffusion
Building Community Support
Strategy: Social Diffusion
Speeding the adoption of new behaviors
Strategy: Prompts
Remembering to act
Strategy: Communication
Creating effective messages
Strategy: Incentives & Lotteries
Enhancing motivation to act
Strategy: Convenience
Making it easy to act
Selecting Strategies Barriers Lack of motivation
Forget to act
Tools Commitment Norms Incentives Prompts
Lack of social pressure
Norms
Lack of knowledge
Communication Social diffusion
Structural barriers
Convenience
What strategies would work best to enable others to adopt your selected action?
Pilot
Grou p
Pilot Strategy
Pretest
Program
Posttest
Tim e
Follow-up
Strategy
Pretest
Control
Pilot Strategy
Pretest
Program
Tim e
Posttest
Follow-up
Posttest
Follow-up
Implement
Evaluate
Community Based Social Marketing Select Behavior
Evaluate
Barriers & Benefits
Implement
Develop Strategies
Pilot
Think Big, Think Big, Live Green
Live Green
College Engagement & Green Ambassadors – – – – –
Cornell Building Dashboard • • • •
•
•
The Cornell University energy dashboard. buildingdashboard.cornell.edu
Green Labs & Offices Certification Program
–
–
–
–
Top 5 Things • Your colleagues and staff want to do the right thing: In a CALS survey, 85% agree It’s my job to help Cornell reduce its energy. • Competition is an engine, information the fuel: Repeated studies show that friendly competition maximizes participation. Celebrate success. • Feedback loops: Keep attention focused on behavior change you want.
• What we see is what we do: Leadership is critical. Lead by example. • Peers rule: If people think peers are doing it, they follow suit.
Questions & Follow Up Erin Moore Sustainability Engagement Manager Energy & Sustainability Department [email protected]
Transforming Your Community
Objectives • Provide tools to encourage sustainability in your unit • Emphasize your strengths, passions, and skills in relationship to sustainability • Develop plans for integrating sustainability into your unit or community • Provide support and networking beyond the training
Motivating Behavioral Change Phases of Behavioral Change: • Unconscious Negative Behavior • Conscious Negative Behavior
• Conscious Positive Behavior
Education Motivation
Repetition
• Unconscious Positive Behavior Permanent Change
Behavior Change Approaches Attitude – Behavior Approach
Economic Self-Interest Approach
Why so prevalent?
• Underestimate Difficulty • Expediency • Ineffective Models
• Relative Ease • Lack of Evaluations
Community-Based Social Marketing
Community Based Social Marketing Select Behavior
Evaluate
Barriers & Benefits
Implement
Develop Strategies
Collect data first Pilot
Potential Data Sources
Potential Data Sources
What is a behavior audit?
Select behavior
Selecting Behaviors
N on-Divisible
End -State
N o Strategies
Pick one area of sustainability that excites you.
Pick one action within your area that you would like others to embrace.
Barriers
Benefits
Barriers
Motivators
What are some benefits and barriers associated with your action?
Develop Strategies
Develop Strategy Sp ecific Behaviou r
Encou rage
Discou rage
Barriers
Benefits
Behavioral Levers
Behavioral Levers
Strategy: The Nudge Factor Provides freedom of choice… while encouraging better choices
Strategy: Commitments & Goal Setting
From good intentions to action
Strategy: Social Norms
Strategy: Social Norms
Everyone loves a good role model.
Strategy: Social Diffusion
Building Community Support
Strategy: Social Diffusion
Speeding the adoption of new behaviors
Strategy: Prompts
Remembering to act
Strategy: Communication
Creating effective messages
Strategy: Incentives & Lotteries
Enhancing motivation to act
Strategy: Convenience
Making it easy to act
Selecting Strategies Barriers Lack of motivation
Forget to act
Tools Commitment Norms Incentives Prompts
Lack of social pressure
Norms
Lack of knowledge
Communication Social diffusion
Structural barriers
Convenience
What strategies would work best to enable others to adopt your selected action?
Pilot
Grou p
Pilot Strategy
Pretest
Program
Posttest
Tim e
Follow-up
Strategy
Pretest
Control
Pilot Strategy
Pretest
Program
Tim e
Posttest
Follow-up
Posttest
Follow-up
Implement
Evaluate
Community Based Social Marketing Select Behavior
Evaluate
Barriers & Benefits
Implement
Develop Strategies
Pilot
Think Big, Think Big, Live Green
Live Green
College Engagement & Green Ambassadors – – – – –
Cornell Building Dashboard • • • •
•
•
The Cornell University energy dashboard. buildingdashboard.cornell.edu
Green Labs & Offices Certification Program
–
–
–
–
Top 5 Things • Your colleagues and staff want to do the right thing: In a CALS survey, 85% agree It’s my job to help Cornell reduce its energy. • Competition is an engine, information the fuel: Repeated studies show that friendly competition maximizes participation. Celebrate success. • Feedback loops: Keep attention focused on behavior change you want.
• What we see is what we do: Leadership is critical. Lead by example. • Peers rule: If people think peers are doing it, they follow suit.
Questions & Follow Up Erin Moore Sustainability Engagement Manager Energy & Sustainability Department [email protected]
