Few think they can effect any change because the problem is so big Where are we at? Few people understand the issues Yes, people are more aware, but… … are they actually changing their behaviour? Few think they will be affected directly
Defra’s habit busting package package to unlock habits & tackle existing norms Enable Engage Exemplify Encourage provide access to services & clear instructions on ‘how to do’… educate, incentivise personal contact, social networks, opinion formers, community action ‘seeing is believing’
Behaviour change basics: Do they believe the issues you are tackling are important, or not? Know your target audience Is your target audience homogenous?
How does it fit into someone’s sense of identity/belonging? Behaviour change basics: Do they care? Address personal values/norms Is it too alien?
Does it tackle the problem of “what others will think”? Does it use “people like me” to sell the message? Behaviour change basics: Address social norms
Behaviour change basics: Address social norms “Breaking out of habits and norms is difficult as an individual. Groups, however, can create a new momentum for change.”
Behaviour change basics: Does it fit into everyday, normal life? Help people break bad habits Does it tap into “key moments of change”?
Behaviour change basics: 1. Use the 4 ‘E’s What works? 2.Know you audience 3.Be clear and direct in your aims 4.Make it as easy as possible 5.Be consistent 6. Find ‘communities of meaning’