Beyond Education: Using Social Science to Motivate Action in Your Program Kaitlin Phelps, Action Research NYSAR3 November 6 th, 2015

changing behavior for the public good by applying marketing and social science research to outreach programs that promote clean, healthy, + sustainable communities. cleanhealthysustainable communityworkplaceenvironment implement researchevaluate

Behavior Matters  Environmental Issues have Origins in Human Behavior  Pollution + Waste  Climate Change  Technology + Policy Solutions  Barriers: technical, institutional, societal  Time to penetrate market  Time to implement policy  Behavioral Solutions  Voluntary action  Guidance from social sciences

THE Behavior Matters  One-Time  (e.g., install clothing donation bin)  Repetitive  (e.g., compost food scraps)  Diverse  Cost  Difficulty  Other Obstacles

Traditional Approaches Knowledge If people know what to do, they will do it. Knowledge ≠ Behavior Change Awareness If people know the severity of it, they will change. Attitude ≠ Behavior Change Economic If it is in their financial best interest, they will do it Enlightenment ≠ Behavior Change

Traditional Approaches Knowledge If people know what to do, they will do it. Knowledge ≠ Behavior Change Awareness If people know the severity of it, they will change. Attitude ≠ Behavior Change Economic If it is in their financial best interest, they will do it Enlightenment ≠ Behavior Change

Traditional Approaches Knowledge If people know what to do, they will do it. Knowledge ≠ Behavior Change Awareness If people know the severity of it, they will change. Attitude ≠ Behavior Change Economic If it is in their financial best interest, they will do it Enlightenment ≠ Behavior Change

Traditional Approaches Knowledge If people know what to do, they will do it. Knowledge ≠ Behavior Change Awareness If people know the severity of it, they will change. Attitude ≠ Behavior Change Economic If it is in their financial best interest, they will do it Self-Interest ≠ Behavior Change

Community-Based Social Marketing  origins in 100 years of social science  psychology, sociology, anthropology, etc.  community-based  delivered at local-level  removes barriers to action  motivational and structural  behavior-based  outcomes (behavior change) not outputs (# of impressions)

Community-Based Social Marketing Select BehaviorBarriers & BenefitsDevelop StrategyPilot TestImplement Broadly & Evaluate McKenzie-Mohr, D. (1999, 2011). Fostering sustainable behavior. Canada: New Society Publishers. See also

CBSM Strategies Behavior Change Tools from Social Sciences Remove Barriers Enhance Motivation Personal Contact

Tools: Commitment

Tools: Social norms

Tools: Convenience

Other Tools Graphic From: Schultz, P. W. (2013). Strategies for promoting proenvironmental behavior: Lots of tools but few instructions. Eurpoean Psychologist.

Case Study #1 City of Fort Worth Texas

Step 1: Behavior Selection  Waste Characterization Study  415 households  Mixed Paper  Present in 87% of garbage carts  8% of volume by weight

Step 2: Identify Barriers and Benefits  In-Person Surveys  261 households  Barriers  Privacy concerns  Confusion (shiny paper, plastic)  Benefits  Good for the environment, landfill space  Right thing to do

Step 3: Develop Strategy  Social Norms  87% think recycling is important  Information  Address confusion  Convenience/Prompt  Black marker

Case Study #2 Seattle, WA

Step 1: Identify Behavior  Waste Audit  411 households  In-person Surveys  225 respondents

Step 2: Barriers and Benefits Mixed paper Personal information Confusion about what is recyclable Coated Containers, Plastic Containers Rinsing or cleaning Confusion about what is recyclable Glass, Cans Rinsing or cleaning

Step 2: Barriers and Benefits Newspaper/Cardboard Breaking it down/flattening it Food scraps and food-soiled paper: Inconvenience/laziness/forgetting Smell/mess Use other method (e.g., disposal) Didn’t know it could go in yard waste No container for keeping it indoors

CBSM Successes City of Oceanside, California 23% reduction in dog waste on a public trail

CBSM Successes Urban Sustainability Directors Network turn off computers and monitors at the end of the workday

CBSM Successes City of San Diego, Think Blue 89% decrease in outdoor washing 67% decrease in dry-weather flow to storm drains

CBSM Successes CalRecycle (formerly CIWMB) 248% increase in curbside oil pick-ups

Additional Resources  Websites    Discussion Forums/List Serves  Fostering Sustainable Behavior (  Georgetown Social Marketing Listserv  Books  Fostering Sustainable Behavior  Social Marketing to Protect the Environment

Action Research New York: 13 East 37th St., Suite 7F | New York, NY California: 3630 Ocean Ranch Blvd. | Oceanside, CA Kaitlin Phelps phone: |