Green and Healthy Communities A Framework for Successful Change Initiatives Kevin Luten Director, UrbanTrans
All projects are about change. Change is about people.
Our understanding of change is thin. We tend to fall into the same traps.
People will not change. People are purely rational.
Asking people how they decide. Giving people lots of choices. Providing financial incentives. (Assuming people act independently.)
How does behaviour change happen? Values Attitudes Knowledge Behaviour
Observe Behaviour Attitude Values
Analyse Think Change
See Feel Change
A framework for successful change initiatives
Who’s in charge?
Plato Freud Pop Culture
Rational Chariot Ego Dr. Spock Night Jerry
Emotional Two Horses Id Homer Simpson Morning Jerry
Switch
Rider
Elephant
RIDER: Script the critical moves “What looks like resistance to change is often lack of clarity on what to do.” ‐ Chip Heath & Dan Heath, Switch, 2011 Consume 5‐7 teaspoons of oil each day.
Buy low‐fat milk. Don’t eat anything that comes in through your car window. (M. Pollan)
ELEPHANT: Shrink the change “The journey of a thousand miles begins with a single step“ Tao Te Ching Focus on very small first steps. Start with small questions. Give people a head start.
SHAPE THE PATH “What looks like a people problem is often a situation problem.” ‐ Chip Heath & Dan Heath, Switch, 2011
Barrier not problems. Create a steep downhill. Build habits.
WE ARE SOCIAL CREATURES Friend feels happy. She smiles. You smile. The act of smiling makes you feel happy.
15% more likely to be happy if directly connected to a happy person. ‐ Connected, 2009
WE ARE SOCIAL CREATURES Immunisation Social Media
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