Changing Behavior Demos Aalto

CHANGING BEHAVIOR

Tommi Laitio
Researcher
Demos Helsinki
tommi.laitio@demos.ﬁ
twitter.com/tommilaitio
Aalto University 24 February 2011
torstaina 24. helmikuuta 2011

Demands & Obligations &
Guilt No tools
Anxiety
&
Anger


BUILT ENVIRONMENT:
40 % TOTAL ENERGY USE
40 % OF CO2 EMISSIONS


Mistä suomalaisen hiilijalanjälki koostuu?
What does the carbon footprint of a Finn consist of?

  Housing
Asuminen

Liikkuminen
  Transport

Ruoka
   Food
Kuluttaminen

Consump9on
Vapaa-aika

         Leisure
                         
Matkustaminen

               
                Travel

‹#›
Lähde: Envimat -projekti www.ympäristö.ﬁ/syke/envimat


LIFESTYLE CHANGE REQUIRES
UNDERSTANDING OF PEOPLE.


80–90 % WORRIED ABOUT
CLIMATE CHANGE.

MORE THAN 50 %
ACTED ON IT.

SO WHY NO CHANGE?

Flickr/MAJH12

Values alone do
not lead to change.

NEW LEADERSHIP
A gatekeeper is deﬁned as someone
who controls access to something.

Decision Tree for Energy Consumption
Transport Work
Housing
No car Commuting
Car
Hobbies Location Daily Personal
Innovations
Choosing an example
Use of apartment
apartment Venues
Children
Electricity Waste
Size Location Day-2-day
Electricity Architects
Heating
Not Leisure
building
Use of space Not building
Food Work communities
Building Holidays
Form Summer Purchase
Consumption Lifestyle house Trips Cooking Ingredients
media
Transport Restaurant
Building Availability
Electricity
Consumption Self
Prefererence/
Diet
Use Purchase Storage
Builders
Customer service Lunchcafeterias
On/Off Use Reuse Lunch cafeterias
people


SO WHAT WORKS?


CASE:
Saving Energy
at home


American psychology association (2010)
Psychology & Global Climate Change,
Addressing a multifaceted phenomenon and
set of challenges .

Nolan, J.M., Schultz, P.W., Cialdini, R.B.,
Goldstein,
N.J., & Vladas Griskevicius (2008).
Normative social
inﬂuence is underdetected. Personality and
Social
Psychology Bulletin 34, 913-923.


Targeting residential
areas.


No change.

Minor change.

Signiﬁcant change.


Lesson 1:
Show what others doing. Flickr/
coconinoco

2 35

LÄHDE MUKAAN VEDONLYÖNTIIN JA PUDOTA PÄÄSTÖJÄSI KG!*
SYÖMÄLLÄ PÄIVÄNÄ VIIKOSSA KASVISRUOKAA JA SÄÄSTÄN CO KG
VUODESSA. KASAA PANOKSESI LEHDEN SIVUILTA, NARINKKATORILLA
. . . KLO TAI WWW.ILMASTOINFO.FI/TONNIVETOA
JA OSALLISTU ARVONTAAN!
*Suomalaisen keskimääräiset ilmastopäästöt:
13 000 kg hiilidioksidia vuodessa.


Lesson 2:
Link to other values.

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Lesson 3:
Understandable information

Lesson 4:
Study and Remove obstacles.

Lesson 5:
Talk about the things happening,
not about the goals.

Think about towels.


”save energy and
reuse the towel”

Suurin osa
10 - 20 %
muista
vieraistam
me
käyttää
uudelleen stress values
pyyhkeens
ä
26%


”most of our guests use their
towels several times”

Suurin osa
alle 10 %
muista 24 %
vieraistam
me
käyttää
uudelleen
pyyhkeens
tell what is normal
ä
26% Goldstein, N.J., Cialdini, R. & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels


”Most people in this
room reuse their
towels.”

Suurin osa
alle 10 %
muista 24 % 33 %
vieraistam
me
käyttää
uudelleen
pyyhkeens
tell what others like you do
ä
26% Goldstein, N.J., Cialdini, R. & Griskevicius, V. (2008). A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels


Image Source: Alan Levine Flicrk

Suurin osa
-10 %
muista 24 % 33 % +70 %
vieraistam
me
make your goal the norm
käyttää
uudelleen
pyyhkeens
ä
26%

European train
company switched
“seat reservation” into
default. It costs 2
euros.

Before 9 %
Now 47 %

Lesson 6:
Make good things default.
Lähde: http://hbr.org/2008/12/nudge-your-customers-toward-better-choices/ar/1

On totally
new issues
just easy is
not
enough.


Choice
architecture:
Help choose
better.


California/Engage360:
Smart Energy Living
for 80% citizens


Easier Peer
access example
Free
Will


participation, skills, easier access,
social problem-solving, changes in lifestyles

The Mess Happier Low-
We´re In Carbon Society
political support

Sustainable infrastructure,
public investment in innovation,
new legislation


Share What Others Are Doing.

Link to Other Values.

Communicate about Consumption ASAP. Indicate
The Price of Consumption.

Study and Remove Obstacles.

Show Things Happening.

Make The Better Option The Default Option.

Make Choosing Right Easier.


tommi.laitio@demos.ﬁ
presentation:
www.slideshare.net/demoshelsinki


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