Making behaviour change at events easy, attractive, social and timely
The key to this is understanding how to engage audiences, so here are four principles to consider for your sustainability initiatives, which can also be applied to your COVID safe plans too.
- Pleasure and pain avoidance
- Social acceptance
- Repetition, habits
If you are looking to deliver behaviour change, it is not enough to:
- Tell people that they are doing something wrong (people experience cognitive dissonance when their behaviours and views of themselves are at odds so they can switch off from your message)
- Send an email or put up a poster (information deficit and inattentional blindness can mean that messages are not read or even noticed).
When tackling behaviour change at events, we would highly recommend taking time putting yourself in the shoes of your audience to see what factors are leading to their actions, and where you would have the best impact in driving change.
When you come to develop an initiative or communications for your desired behaviour change, make sure it fits with these four principles from the behavioural insights team: EASY, ATTRACTIVE, SOCIAL, TIMELY.
- Remove the easy option or make it much harder e.g. increase car parking costs or hide the disposable cups
- Remove the barriers to the desirable behaviour e.g. by putting on public transport or providing reusable coffee cups
- Ensure your bins are clean, easy to use and part of your event branding
- What rewards can you provide, even if it is an acknowledgement or a thank you e.g. Thank you for recycling with us
- Positively reinforce the action as something the brand or event expects
- Have ambassadors and respected figures to reinforce it. I have been at festivals where performers and DJ’s have lead a 5 minute dance-floor litter pick
- Put bins where rubbish is being created and keep recycling and general waste together
- Remind people to bring a water bottle by text message the day before or on the day of an event, not in their sign-up email
- Ask people to pay to offset their carbon at the point of purchase when they have their credit card to hand
10% of all online courses go to grassroots charities.
20% of all consultancy and bespoke workshops go for rewilding.
50 free places are awarded to campaigners from underrepresented communities each year.