The secret to changing behaviour Behaviour change is
The secret to changing behaviour…
Behaviour change is not new…
Where are we at? Yes, people are more aware, but… • Few people understand the issues • Few think they will be affected directly • Few think they can effect any change because the problem is so big … are they actually changing their behaviour?
Defra’s habit busting package provide access to services & clear Enable instructions on ‘how to do’… Encourage ‘seeing is believing’ package to unlock habits & tackle existing norms educate, incentivise Engage personal contact, Exemplify social networks, opinion formers, community action
Behaviour change basics: Know your target audience • Do they believe the issues you are tackling are important, or not? • Is your target audience homogenous?
Behaviour change basics: Address personal values/norms • Do they care? • Is it too alien? • How does it fit into someone’s sense of identity/belonging?
Behaviour change basics: Address social norms • 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 “Breaking out of habits and norms is difficult as an individual. Groups, however, can create a new momentum for change. ”
Behaviour change basics: Help people break bad habits • Does it fit into everyday, normal life? • Does it tap into “key moments of change”?
Behaviour change basics: What works? 1. Use the 4 ‘E’s 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’
- Slides: 10