WasteMINZ Mid-Year RoundupMay 3 rd and 4 th 2012 Overview of Behaviour Change Methods - which to use when Liz Ampt, Practice Leader Behaviour Change, SKM

How do you change this waistline?

What is behaviour change? -Doing things differently -Me stopping smoking -Getting the kids to be ready on time -Any change of habitual behaviour -Any transformation or modification of human behaviour

Behaviour change in waste? -Stopping bin contamination -Having enough transfer stations -Getting people to understand about organic waste -Getting people to put their bins in the right place on the right day -Making waste minimisation the norm

What is waste? Something I no longer need Waste is a negative When you buy too much Things people perceive have no value (financial, talent, knowledge) Something left over after something utilised Inefficient use of a needed product Differs from person to person

The conundrum Behaviour change – can mean many things Waste – can mean many things

3 categories 3 Complementary approaches Change by: 1.managing supply (providing infrastructure) 2.managing demand (someone tells us to change) 3.voluntary behaviour change (helping people to help themselves)

1. Managing supply Infrastructure change – Changing supply – Providing more » waste infrastructure (bins, resource recovery centres) » more roads » more substations » more dams – Works well while supply is available – Always needed to some extent

2. Managing demand Controlling consumer demand/someone tells us to change – Regulation – Pricing – Technological changes – Education/Awareness

2. Managing demand Regulation – By-laws banning greenwaste from landfills – By-law to permit fines for illegal dumping

2. Managing demand Pricing – Charging more for taking waste to land-fill than for recyclables or green waste – Waste levy – Carbon tax on waste to landfill (Australia)

2. Managing demand Technology – Automatic sorting of recyclables – Extended alternative waste treatments (AWTs): green waste is pulled out of a residential solid waste stream – i.e. no kerb-side required

2. Managing demand Education/awareness – Giving people information about Recycling Bin days Contamination – Using social marketing techniques Labelling at points of reminder (bin lids) Demonstrations

2. Managing demand Regulation Pricing Technology Education/awareness/marketing All external to the individual – top down Value is in relatively immediate effect Problem can be in longevity of change

3. Voluntary behaviour change Helping people to help themselves – Getting people to identify things they want to solve work out their own solutions

An example – reducing food waste A conversation

What is it about left over food and food scraps that really bothers you?

The smell of rotten tomatoes in the rubbish

Have you thought what you could do about it?

Well, I always buy 2 kilos because they’re cheaper that way..... and I live by myself.

And my brother’s told me about some worm composting

We have a leaflet – would that help?

When do you think you’d be able to do that?

5 steps 1.Identify a problem 2.Have you thought of a solution? Build on it, discuss 3.Offer ‘tools’ or materials if needed 4.Discuss and action plan 5.Social contract Suitable for individuals, communities, organisations

3 methods Supply (provide infrastructure) Demand -Regulation -Pricing -Technology -Education/awareness/ marketing Voluntary -People/organisations developing their own solution

When to use each? 1.List the current things you believe are in place to change behaviour 2.Put them into the 3 categories

1. What have we supplied? - rubbish or recycling bins, transfer station How have we managed consumer demand? - regulation - - pricing - - technology - - information/marketing/education - 3. Have people already taken responsibility? - Art box – early childhood centres

Next steps 4.Think about your target audience 5.Work out likely key influencing factors for them 6.Then work out what is needed

Supply alone – losing effect Supply management Voluntary behaviour change Demand management Supply alone – losing its effect

Supply, Demand – losing effect Supply management Voluntary behaviour change Demand management

In summary Consider 3 types of change tools Assess what you have done so far Work out what is missing Listen carefully over the next 2 days for more clues!

And you’ll be on the way to changing your waste-line!