1. Creating a Culture of Sustainability Building a Base with Online Training Mike Shriberg, Ph.D. Education Director, Graham Sustainability Institute Lecturer, Program in the Environment University of Michigan mshriber@umich.edu 734-647-6227

2. Key Takeaways ID and engage target audience Focus content on empowerment Use incentives and recognition Have a call to action Plan for continued engagement & feedback

3. Start by bragging… And hopefully drawing people in

4. U-M Sustainability Goals

5. Culture of Sustainability What is it? How do we measure it? How do we know if its changing? Knowledge, Awareness Behaviors, Actions Commitments Values, Dispositions Travel & Transportation Waste Reduction & Conservation Natural Environment Sustainable Food e Climate Change CLIMATE ACTION reduce GHG emissions by 25%; decrease GHG/passenger trip for UM trans. options by 30% WASTE PREVENTION reduce waste tonnage to disposal facilities by 40% HEALTHY ENVIRONMENTS protect Huron River water quality by reducing volume of chemicals used in land management by 40%; purchase 20% of U-M food from sustainable sources. COMMUNITY AWARENESS educational programs; monitoring/evaluating progress; reporting general U-M Goals 2025 U-M specific

6. Sustainability Commitment High

8. Behaviors, Barriers & Benefits Community-based social marketing Research Surveys Focus Groups –Sustainability staff, students, & faculty –Target staff & students

9. CBSM: Strategies Commitments Social Norms Social Diffusion Prompts Communication Incentives Convenience More than just education!

10. Convenience & Communication Easy for audience to access Correlates to university sustainability initiatives Empower audience Design content for “non-experts” Campus focus – opportunities for engagement Engaging & Creative

11. Simple Introductions

12. Interactive Activities/Games

13. Procedural Knowledge

14. Commitments PBA Pledges Choose from list OR write-in own Public Reminders Monthly Focus Continued Asks

15. Using Incentives Related to your initiative Doesn’t need to be large Recognize the individual’s contribution

21. Track Your Progress & Interact

22. Current Participation 1,660 people have made pledges 1,338 have completed the whole training 39,945 pledges have been made 19,852 pledges have been completed.

23. Healthy Holidays LEED Building Tours EarthFest Volunteer Mfarmer’s Markets Monthly Newsletter Campus Farm & Local Dinner

24. Evaluation Module Surveys Annual Surveys SCIP

25. Lessons Learned Early buy-in from a variety of stakeholders Use incentives Public recognition matters Converting online to in-person requires careful planning Feedback & evaluation keep to continued success and funding Need a two-way conversation mechanism May want qualitative measurement of actions Drive users back to your online platform

26. Creating a Culture of Sustainability Building a Base with Online Training Mike Shriberg, Ph.D. Education Director, Graham Sustainability Institute Lecturer, Program in the Environment University of Michigan mshriber@umich.edu 734-647-6227