Sustainability and Climate Change workshop presentation

The Social Innovation Lab for Kent

eople to change behaviour

eptember 2009 nability and Climate Change Team od House

Agenda for the day: Morning

Afternoon

• Introduction/ Icebreaker

• Channels for change

• Expectations of the day

• Action planning

• Who do we want to influence?

15.00 Break – tea/coffee

• What we say vs. what we really do

• Reflection

• Why do we do what we do?

31 x or pp A

11.15 Break – tea/coffee

• Close

Ice-breaker

Discussion

• What are your expectations of today?

• What do you want to achieve?

Our role •Enable •Collaborate •Connect INSIGHT

IDEA

ACTION

SILK methodology Initiate Define the issue and parameters (write the brief)

Create Idea generation – how could we do it?

•Customer insight •Motivation •Behaviour change

Test Refine and prototype selected concepts – practical exercises to test what works for you?

Define Consolidate idea and prepare for the next stage •Action plan to take forward

Pause for thought

Initiate Discussion in groups • Who are your stakeholders?

• What do we know about them?

• What questions do we need to answer in this workshop to help you target them?

Create ‘Designing programs or communication plans to affect behaviour requires first to be able to understand why people behave the way they do.’

Using Behavior Change Theory to Communicate Effectively: The Case of Latino Parent Involvement Anne Pollock, Coffman and M. Elena Lopez

Customer Insight What sources of customer insight/ information do we have in KCC that could be used to understand audience better?

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Sources of insight Segmentation Utilisation data  Predictive data  Front line staff  Surveys and consultation  Customer journey mapping  Correspondence & other contact  Usability testing and website analysis  Formal and informal contact  Engagement and co-design  Ethnography

Segmentation - Defra • Identified 12 behaviour goals

• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy

Segmentation - Defra • Identified 12 behaviour goals

• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy

Segmentation - Defra • Identified 12 behaviour goals

• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy

Segmentation - Defra • Identified 12 behaviour goals

• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy

Segmentation - Defra • Identified 12 behaviour goals

• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy

Segmentation - Defra • Identified 12 behaviour goals

• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented targeting strategy

Segmentation - Defra • Identified 12 behaviour goals

• Current behaviour • Willingness and ability to act •Identified 7 segments • Acceptability of headline behaviour goals by segment • Segmented Targeting strategy

Break

Motivation What would motivate you to change your behaviour?

Motivation Perception of ability = ‘can’ Perception of influence = ‘control’ internal external

factors

Motivation to recycle Internal - Behaviour is product of individual

No control

Ability

Beyond perceived control of individual

Control Within perceived control of individual

Extent to which someone sees themselves as naturally ‘green’, e.g. ‘I can’t do it so why try?’

Effort Extent to which some is prepared to keep trying – ‘if at first I don’t succeed’ e.g. no local recycling scheme so takes to nearby town

External – Behaviour is product of situation Luck

Extent to which outside factors play a part. e.g. no longer allowed to put glass in waste – have to use separate wheeley bin

Task Difficulty Extent to which task is complicated by situational factors.

E.g. size of recycling bin given not big enough for waste

Activity Using the table on the previous slide to understand behaviour – map out the factors for motivation for ‘green’ procurement of items?

Changing behaviour Maintenance Action

Contemplation

Pre -contemplation

i v ahe B eh T AF A” ? w ) o2n991l at e aks ahc or P(

Preparation

Changing behaviour

CULTURAL FEATURES - the behaviours and attitudes considered acceptable in given contexts - eg. relating to sex, gender, drugs, leisure, participation.

ETHICAL & SPIRITUAL FEATURES - influence of personal and shared values and discussion about moral systems from which those are derived – can include rituals, religion and rights of passage

Maintenance Action

Preparation Contemplation

Pre -contemplation

LEGAL FEATURES - laws determining what people can do and activities to encourage observance of those laws .

POLITICAL FEATURES - systems of governance in which change will have to take place can, for example, limit access to information and involvement in social action.

RESOURCE FEATURES - affect what is required to make things happen - covers human, financial and material resources; community knowledge and skills; and items for exchange

i v ahe B eh T AF A” ? w ) o2n991l at e aks ahc or P(

SOCIAL FEATURES - nature of personal relationships; expectations of class, position, age, gender; access to knowledge, information.

8 Factors to influence behaviour 1. Intention

5. Norms

2. Environmental Constraints

6. Self-standards

3. Skills

7. Emotion

4. Attitudes

8. Self-efficacy

Group discussion • How much do you currently know about each of the factors for your target group?

• Which of the sources of customer insight from earlier could you use to find out more?

Lunch!

Reflection • How have we met expectations/achievements so far?

Social Marketing: A definition ‘Social marketing is a framework or structure that draws from many other bodies of knowledge such as psychology, sociology, anthropology and communications theory to understand how to influence people’s behaviour’ Kotler and Zaltman, 1971

Social Marketing: A definition ‘...more complex than generic marketing. It involves changing intractable behaviours in complex economic, social and political climates with often very limited resources’ Lefebvre and Flora, 1988

Social Marketing •Know your AUDIENCE •Its about ACTION •There must be an EXCHANGE

The Basics of social marketing: how to use marketing to change behaviour. From the Social Marketing National Excellence Collaborative

‘Channels for change’: A brief guide to marketing 4 P’s

Social Marketing - additional P’s

• Product

• Publics

• Price

• Partnership

• Promotion

• Policy

• Place

• Purse strings

1.

Knowledge

Aha! – Got it!

2.

Relevance

Does it affect me?

3.

Costs and benefits to change

What’s in it for me? Is it worth it?

4.

Barriers to change

Will it be a hassle?

5.

Self efficacy

Do I have what it takes?

6.

Self-image

Does it fit in with who I am and who I want to be?

7.

Norms

Does it fit in with what others like me are doing?

8.

Commitment

Now I’ve started why not do more?

9.

Prompts

That reminds me….

10. Incentives

That makes it rather more attractive a proposition

mor F

10 tips to communicate change

Group discussion •What ways/ methods do you currently use to communicate with people?

•How effective are they?

Group Activity: Stakeholders

Stakeholder

Members / Senior mgrs

What is their motivation

What else do we need to know about their motivation

How are we going to find it out?

Current comms

Comms opportunities

Pause for thought

Action planning part 1

Break

Action planning part 2

Reflection • Expectations • What do you want to know more about?

• Any questions?

• What next?

Thank you Keep in touch For more information or to join our mailing list email: SILK.Team@kent.gov.uk Or come visit us! Room 3.23 Sessions House Telephone - 01622 694 657 www.kent.gov.uk/SILK