Avis Johns. More of the same won t work An introduction to behaviour change techniques

Transcription

1 Avis Johns More of the same won t work An introduction to behaviour change techniques

2 The next 40 minutes will not solve all your challenges

3 Reaching the tipping point Issues Economy Success

4 Tactics just not working Isolated approaches Issues Economy Success Alcohol, obesity, heart disease, air pollution More with less demand management

5 Behavioural insights Behavioural insights draws on a range of research to influence choices in decisionmaking. By focusing on the social, cognitive and emotional behaviour of individuals and organisations it allows us to identify changes to the ways decisions are framed and conveyed that can have significant impacts on behaviour.

6 Or What we say/do and how we say it effects how it is acted on

7 The whistle-stop tour is about to begin.

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9 Or What we know about the brain and how to make use of it

10 Familiar territory

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14 The rational exchange Psychological cost Social cost Financial cost Physical cost Time cost v Psychological benefit Social benefit Financial benefit Physical benefit Time benefit

15 Fallacy of the Rational economic man theory Kahneman

16 The neural tug of war

17 95% of thinking happens in our unconscious

18 Its all about me Established: Age, profile, socio-economic, location WIFM? Now: Focus on why people act as they do

19 White, Male, British Born 1948 Second Marriage Affluent Well known family

20 How do we choose?

21 What influences our decisions?

22 Using nudges and Behavioural Insights

23 MINDSPACE: 9 effective influences on behaviour

24 Messenger Incentives Norms Defaults Salience Priming Affect Commitments Ego

25 Messenger Who is communicating matters as much as what they are saying.

26 Incentives Our responses are shaped by mental shortcuts such as avoiding losses

27 Norms We are strongly influenced by what others do

28 Defaults We like to go with the flow of pre-set options

29 Salience When we see things that are new and exciting, accessible or understandable they capture our attention

30 Priming Our behaviour is often influenced by sub-conscious cues

31 Affect Emotional associations can shape our actions

32 Commitment We tend to act consistently with our public promises and to reciprocate

33 Ego We act in ways that make us feel better about ourselves

34 What happened next?

35 The sign said: Please recycle your towel % of hotel guests did. Then they changed the sign: most guests at the hotel recycle their towels at least once during their stay - how many complied? 44% When the sign said that most previous occupants of the room had reused towels at some point during their stay, how many recycled? 49%

36 Residents of a Swiss town were asked if they would agree to a nuclear waste facility being built nearby and 50.8% agreed. When the same question was asked, but residents were told they would receive financial compensation for this, the proportion agreeing changed to what? 24.6%

37 One group of people was asked to think about football hooligans and the other group to think about university professors for five minutes. They were then given Trivial Pursuit questions to answer. The first group got 42% correct. The second group got 55% correct!

38 Employees at Deutsche Bank were asked whether they would donate a day of their salary to charity. Personalised s from the CEO affected the rates of giving by what amount? 300%

39 When nudges aren t enough

40 The cost/value exchange matrix Active Decision Conscious/considered Hug Smack Incentive Reward Bribe Nudge Shove Disincentive Penalty Punish Automatic/Unconscious Passive Decision

41 Cost value exchange in practice

42 The result

43 The (initial) solution

44 The cost/value exchange in our seaside A place to hang out, phone charge, cheap eats town Active Decision Conscious/considered Warning: You ll be sent home Hug Smack Incentive Reward Bribe Nudge Shove Disincentive Penalty Punish Lollipops and flipflops Automatic/Unconscious Passive Decision Enforcement of Challenge 25 and proxy purchasing

45 Parents fined for turning up late for their children More parents turned up late!

46 Insight led approaches are designed to create greater resonance and citizen empowerment Make it easy!

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48 Rest and Revive Queensland Bruce Highway Hug Support

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50 Developments in dog poo

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52 Take outs Focus on behaviour current and desired Gain insight on audience (co-develop?) Spot the opportunities to influence Use a mixed-method approach Don t be afraid to evolve : Test, learn, adapt, SHARE.

53 Fancy a chat? Avis Johns avis@social-engine.co.uk