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Applying behaviour change in policy making in DCLG.

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Presentation on theme: "Applying behaviour change in policy making in DCLG."— Presentation transcript:

1 Applying behaviour change in policy making in DCLG

2 Policy has tended to assume we are… Controlled Analytical Rule based Rational

3 However we tend to be… Automatic Holistic Associative Irrational

4 Developed a toolkit to help… Intranet; internal network, advisory group 1 page guide; reference pack; library Step by step guide; workshops; case studies Understand why ‘we act as we do’

5 4 key steps to applying behaviour change… Define actor types 1 State behaviour goals 2 Identify barriers 3 Derive actions 4

6 Traditional levers still apply (legislation, regulation, taxation) 9 key influences on human behaviour Social psychology & behavioural economics Understanding how we behave can improve effectiveness … MINDSPACE

7 Messenger Affected by feelings e.g. DH use children to convey risk of smoking to parents More likely to act on info if expert delivers it More likely to act if the messenger is like us Influenced by who communicates with us…

8 Incentives Live for today at expense of tomorrow Fear losses more than gains e.g. DVLA threat to crush car more effective than fine of same value Overweight small probabilities Responses shaped by mental shortcuts…

9 Norms Be careful – undesirable norms If positive let people know – challenge myths e.g. drinkaware campaign Relate to your audience Do what those around us already do…

10 Default Should structure defaults to maximise benefit – but don’t restrict choice Many everyday things have a default option e.g. donors We ‘go with the flow’… % of adults registered as donors Opt out Opt in Defaults often selected via natural ordering

11 Salience Look for reference points to base decisions Everyday bombarded by stimuli – filter information to cope e.g. recycling lids Our attention is drawn to what is novel and relevant… Novel, simple, fun

12 Priming Constantly being primed – need to understand more Controversial Acts influenced by sub-conscious cues… Words, sights, smells can alter behaviour e.g. exposing people to words relating to the elderly such as wrinkles changed behaviour

13 Affect Should use with care e.g. 90s car crime advert Emotions are rapid & automatic Emotions can shape our actions… Moods can influence our judgement

14 Commitment Reciprocity – I’ll commit if you do e.g. pledgebank Commitment devices used to overcome willpower weakness Consistent with public promises… More effective if written and public

15 Ego Biased to believe we are better than average When things go well we attribute them to ourselves Act in ways that make us feel better about ourselves… Think of ourselves as self- consistent e.g. to maintain positive self image males donate more to attractive female fundraisers

16 The things you need to do to change behaviour… Explore Insight Enable Infrastructure Facilities Design Resources Encourage Legislation Regulation Incentives Information Engage Facilitate public debate Gain approval Exemplify Leading by example Change Government’s behaviour Evaluate Evidence-based behaviour change Is the action enough to break habit & kick start change? Derive Actions

17 Policy Making Framework Stage: Scope / Understand structure default to maximise benefit challenge myths, publicise positives change behaviour around target we go with the flow we do as others do EFFORT make desirable behaviour cheaper make undesirable behaviour more costly make desirable behaviour easier make undesirable behaviour harder raise conscious awareness routine behaviour M ESSENGER I NCENTIVES N ORMS D EFAULT S ALIENCE P RIMING A FFECT C OMMITMENT E GO tax breaks, subsidies, grants taxations, fines provision of info, labelling, kite marks, providing facilities limit access, regulation positive reinforcement, reminders education, prompts, naming & shaming public awareness campaigns, change champions, role models keep it simple, make relevant (1 to1 or tailored advice), stimulation careful choice of words and sights, decoy option, smiley faces and colour to enhance message public commitments, contracts, pledges, free gifts mental shortcuts change response we are drawn to new & relevant sub-conscious cues affect actions emotions shape actions we keep public promises positive self-image FINANCE HABIT NORMS COGNITION 4.TOOLS TO DERIVE ACTIONS small instant rewards, losses loom larger than gains, live for today incremental slow change slowly, public recognition List key actors Segment according to willingness & ability to act Use evidence to understand motivations/ attitudes/behaviours 1. DEFINE ACTOR TYPES List goals, by actor/segment Understand your goals e.g. are they one off/repeated? who benefits - for how long? Look to start, stop, prevent or modify 2. STATE BEHAVIOUR GOALS 3. IDENTIFY BARRIERS Determine barriers to achieving goals Identify both real & perceived barriers Use evidence to understand barriers Policy Making Framework Stage: Develop Options / Finalise Policy Policy Making Framework Stage: Implement / Evaluate things you need to do to change behaviour Behaviour Change Guide explore customer insight segmentation legislation regulation incentives encourage evaluate collect evidence of impact facilitate public debate & gain approval engageexemplify lead by example change gov behaviour enable infrastructure design resources communicators influence us

18 However need to be aware of the limitations… Not clear how long effects last Changing behaviour can be seen as controversial Central government role? Behaviour change can take a generation

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