By changing the defaults, the layout and the sequencing of items, foods and materials we can drive pro-environmental behaviour change without having to convince people about the impacts, the issues or needing to appeal to their values.
I looked up research on behavioural drivers and Christmas. What I came away with was a huge swathe of insights that demonstrates how behavioural tactics were used to help Christmas and Christianity get adopted by the pagans and consequently the buttons it presses to maintain its traditions and customs year on year.
I have been doing lots of research on successful initiatives around engaging social housing residents with waste reduction.
I took a Human’s Values Test which pinpoints my values against Shwartz Theory of Basic Values. One of the key takeaways for me from doing any of these tests is the awareness of how I choose to communicate with people who have different values to me, especially around environmental behaviour change and action.
Scarcity is a tool used a lot in marketing as they know it activates our primal instincts. Whilst it may seem that the scarcity of earth’s resources, finite time to make change, could be a driver for change. The climate change coaches suggest that the opposite is actually true.