Author: Claire Bell
How do we get people to engage in the sustainable behaviours we want them to? We’ve done some research and come up with four dos and don’ts when engaging your colleagues or customers in behaviour change. In part one, we explore the two dos and two don’ts.
Some traditional methods around environmental messaging may increase people’s desire to help the environment but not translate to a change in behaviour. Below are two examples of this:
The 'legacy hypothesis' (the idea that we want to leave a positive legacy for future generations) does make us care more but doesn't result in behaviour change. The reason for this is parents with children consider themselves time poor and are less open to changing their behaviours than those with no kids.
Studies have found that pride motivates better than guilt. Try linking your message to a sense of belonging (family, friends, community), self-esteem (accomplishment, status) or actualisation (people inherently want to give to or positively transform society).
Tailoring your communications to link in with your audience’s values can be very effective at changing behaviour. There are many ways you can do this but try the following strategies:
Want more ‘Behaviour Change Made Easy tips'? Check out Planet Ark’s series of articles.
Learn more about understanding values to improve recycling by watching the presentation by Planet Ark's Recycling Programs Manager, Ryan Collins, at the Waste 2018 Conference.
Claire is Planet Ark's Recycling Campaign Manager. After working in the communications industry and raising a young family, she joined Planet Ark to follow her passion for helping the environment.
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