1. Copyright © AMA Dec 2010 Barriers to action (and how to overcome them) 14 Dec 2010 Felicity Swaffer AMA Alexi Marmot Associates MINIMISING THE ENVIRONMENTAL IMPACT OF PRINTING

2. Copyright © AMA May 2010

3. Big targets = big challenges Technology will play a huge role Don’t forget the people Adopting change essential Motivation Empowerment People power

4. Copyright © AMA May 2010 Its about more than greening a campus. Its about greening a community.

5. Copyright © AMA May 2010 dislike change tend to discount importance of future events will defer action when uncertain permanently shift priorities share values within specific groups both rational and irrational follow the majority respond well to incentives and reward will overplay the importance of our actions What influences behaviour? People…

6. Copyright © AMA May 2010 You can use these secrets to your advantage… ADVANTAGEADVANTAGE Set a ision that inspires Emphasise ction Use your etworks argeted campaigns Positive dvertising Expect rief Make it asy (and make it stick)

7. Copyright © AMA May 2010 “A 20% cut…is not a vision…it’s a target” (adapted from Futerra, 2009)

8. Copyright © AMA May 2010 What will the future look like? Your vision should be: Holistic Coherent Desirable Visible senior leadership Brand, message, vocabulary A vision that inspires

9. Copyright © AMA May 2010 Beware the behaviour gap Near time frame Identify areas of control, champions Measure to manage: Paper consumption, Energy usage Attitudes Behaviour Emphasise action Building embodied & operational energy, materials, location Institution culture processes structure Individual values attitudes beliefs behaviour SUSTAIN strategy WorkWare SUSTAIN toolkit

10. Copyright © AMA May 2010 Local to international Avoid initiative overload Tap into existing groups Central co-ordination Social networking Use your networks

11. Copyright © AMA May 2010 With whom are you communicating? Frame your messages Local Meaningful Seek commitment Top level and grass roots Invest more for biggest wins Targeted campaigns

12. Copyright © AMA May 2010 GO! OH? NO

13. Copyright © AMA May 2010 Segmenting the market SegmentStudent populationGeneral public (DEFRA 2007) S1 Positive Greens26%18% S2 Waste Watchers4%12% S3 Concerned consumers20%14% S4 Sideline supporters12%14% S5 Cautious participants15%14% S6 Stalled starters5%10% S7 Honestly disengaged18% NUS student survey (2007)

14. Copyright © AMA May 2010 Sell the sizzle (but no spin) Speak to both parts of the brain Publicise early adopters Campus as a learning lab Make the invisible visible Positive advertising

15. Copyright © AMA May 2010 Expect grief Morale Time Anger Resistance Denial Commitment Bargaining Exploration Acceptance Depression Denial Refusing to acknowledge change will have effect Anger/resistance Grieving loss of old ways Exploration/bargaining Finding one’s own way Acceptance & commitment Become responsible for selves in the change Grief/Change cycle K ü bler Ross (1969)

16. Copyright © AMA May 2010 Make behaviour change easier Near term incentives (and feedback) Beware single action bias Work the group: Affiliation and diffusion Default options Make it core business Toolkits

17. Copyright © AMA Dec 2010 Thank you felicity@aleximarmot.com