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

2. 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

3. 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

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

5. 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

6. 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

7. 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

8. 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

9. 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)

10. 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 www.cbsm.com

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

12. Tools: Commitment

13. Tools: Social norms

14. Tools: Convenience

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

16. Case Study #1 City of Fort Worth Texas

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

18. 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

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

20. Case Study #2 Seattle, WA

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

22. 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

23. 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

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

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

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

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

28. Additional Resources  Websites  www.cbsm.com  www.toolsofchange.com  Discussion Forums/List Serves  Fostering Sustainable Behavior (www.cbsm.com)  Georgetown Social Marketing Listserv  Books  Fostering Sustainable Behavior  Social Marketing to Protect the Environment

29. Action Research New York: 13 East 37th St., Suite 7F | New York, NY 10016 California: 3630 Ocean Ranch Blvd. | Oceanside, CA 92056 Kaitlin Phelps phone: 917-721-6705 | email: phelps@action3630.com www.action3630.com