Part one in a series of three: Full of examples of behavioural change that create, or can create, sustainable actions. Includes measurement of success and the name of the corresponding behavioural quirk(s). We can create and present a tailored presentation for your meeting, workshop, conference, or business.

1. How do you create sustainable behaviour? Part I February 2010 Oliver Payne,Founder, CEO, The Hunting Dynasty Colwyn Elder, Partner, Director of Planning & Strategy ,

2. 1. Simply ask

3. 2. Ask using the right words

4. 3. Ask using the right images

5. 4. Ask using the right authority

6. 5. Ask using the right fakeauthority

7. 6. Ask in the right order

10. How do you create sustainable behaviour? Part I

11. How do you create sustainable behaviour? Part I

12. 1. Simply ask

13. 1. Simply ask a. What can I get you sir? When asked nothing while in a queue for food 40% of students took a serving of fruit Yale University researcher Marlene Schwartz in a 2007 study

14. 1. Simply ask a. What can I get you sir? When asked nothing while in a queue for food 40% of students took a serving of fruit When asked if they would ‘like fruit or fruit juice’ 70% of students took a serving of fruit Yale University researcher Marlene Schwartz in a 2007 study

15. 1. Simply ask Exposure effect a. What can I get you sir? When asked nothing while in a queue for food 40% of students took a serving of fruit When asked if they would ‘like fruit or fruit juice’ 70% of students took a serving of fruit Yale University researcher Marlene Schwartz in a 2007 study

16. 1. Simply ask Schrodinger’s cat Forty thousand people were asked: “Do you intend to buy a new car in the next six months?” Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard H. Thaler, Cass R. Sunstein, p 76

17. 1. Simply ask Schrodinger’s cat Forty thousand people were asked: “Do you intend to buy a new car in the next six months?” The question increase purchase rates by 35% Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard H. Thaler, Cass R. Sunstein, p 76

18. 1. Simply ask Exposure effect Schrodinger’s cat Forty thousand people were asked: “Do you intend to buy a new car in the next six months?” The question increase purchase rates by 35% Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard H. Thaler, Cass R. Sunstein, p 76

19. How do you create sustainable behaviour? Part I

20. How do you create sustainable behaviour? Part I

21. 2. Ask using the right words

23. Non-compulsory carbon offset was acceptable A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University

25. Non-compulsory carbon offset was acceptable When asked if acceptable to make the carbon offset mandatory? A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University

30. 2. Ask using the right words b. Petrified Thieves People steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified Forest Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest [nothing] The signs above were tested to stop the theft: Some were more successful than others… Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20

31. 2. Ask using the right words b. Petrified Thieves People steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified Forest Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest [nothing] 8% theft Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20

32. 2. Ask using the right words b. Petrified Thieves People steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified Forest Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest [nothing] 8% theft 3% theft Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20

33. 2. Ask using the right words b. Petrified Thieves People steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified Forest Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest [nothing] 8% theft 1.7% theft 3% theft Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20

34. 2. Ask using the right words b. Petrified Thieves People steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified Forest Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest [nothing] 8% theft 1.7% theft 3% theft “…a message that focuses recipients on the injunctive norm will be superior to messages that focus recipients on the descriptive norm.” (Cialdini et al., 2003) Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20

35. 2. Ask using the right words Social norms b. Petrified Thieves People steal bits of wood from Arizona’s Petrified Forest National Park. Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified Forest Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest [nothing] 8% theft 1.7% theft 3% theft “…a message that focuses recipients on the injunctive norm will be superior to messages that focus recipients on the descriptive norm.” (Cialdini et al., 2003) Yes! 50 secrets from the science of persuasion | Goldstein, Martin, Cialdini | 2007 | pp20

36. 2. Ask using the right words Personal taste Naming carrots‘X-Ray Vision Carrots’ (preschoolers) - Consumption jumps to 200% - Days later consumption at150% Smarter Lunchrooms Descriptive Names Make Healthy Sales | Making Veggies Cool for Kids

37. 2. Ask using the right words Personal taste Naming carrots‘X-Ray Vision Carrots’ (preschoolers) - Consumption jumps to 200% - Days later consumption at150% Naming Vegetable Soup ‘Rich Vegetable Medley Soup’ - Sales jump to 130% - Ratings also increased for: - the soup, the lunchroom, and the chef Smarter Lunchrooms Descriptive Names Make Healthy Sales | Making Veggies Cool for Kids

38. 2. Ask using the right words Selective perception Personal taste Naming carrots‘X-Ray Vision Carrots’ (preschoolers) - Consumption jumps to 200% - Days later consumption at150% Naming Vegetable Soup ‘Rich Vegetable Medley Soup’ - Sales jump to 130% - Ratings also increased for: - the soup, the lunchroom, and the chef Smarter Lunchrooms Descriptive Names Make Healthy Sales | Making Veggies Cool for Kids

39. How do you create sustainable behaviour? Part I

40. How do you create sustainable behaviour? Part I

41. 3. Ask using the right images

42. 3. Ask using the right images a. Chief Iron Eyes Cody "People Start Pollution. People can stop it." YouTube

44. Top 100 advertising campaigns of the 20th Century by Ad Age Magazine

45. 2 Clio awardsCrafting Normative Messages to Protect the Environment Robert B. Cialdini, Department of Psychology, Arizona State University

46. 3. Ask using the right images a. Chief Iron Eyes Cody However - imagery is of a world overrun with litter reinforcing damaging message that many people do litter Crafting Normative Messages to Protect the Environment Robert B. Cialdini, Department of Psychology, Arizona State University

47. 3. Ask using the right images Social norms (Herd instinct) a. Chief Iron Eyes Cody “…small but conceptually meaningful modification of changing the depicted environment from trashed to clean—and thereby changing the perceived descriptive norm regarding littering.” Crafting Normative Messages to Protect the Environment Robert B. Cialdini, Department of Psychology, Arizona State University

48. How do you create sustainable behaviour? Part I

49. How do you create sustainable behaviour? Part I

50. 4. Ask using the right authority

51. 4. Ask using the right authority a. Insulating expectation Marks & Spencer is launching a home energy division (Feb 2010) - offering free loft or cavity wall insulation to employees Sutton council worked with B&Q to made 6,000 rolls of loft insulation available at massively reduced prices

52. 4. Ask using the right authority a. Insulating expectation “…create 30,000 green M&S ambassadors by offering this energy efficient solution free of charge to our employees” Director of Marks & Spencer’s Plan A environmental scheme “[A] very simple step to make their homes more carbon efficient and to save on their bills” Daniel Ratchford -Strategic Director, Environment & Leisure, Sutton Council

53. 4. Ask using the right authority Authority effect Social norms a. Insulating expectation “…create 30,000 green M&S ambassadors by offering this energy efficient solution free of charge to our employees” Director of Marks & Spencer’s Plan A environmental scheme “[A] very simple step to make their homes more carbon efficient and to save on their bills” Daniel Ratchford -Strategic Director, Environment & Leisure, Sutton Council

54. 4. Ask using the right authority b. Don’t mess with Texas Males under 35 yrs in Texas were the main source of litter

55. 4. Ask using the right authority b. Don’t mess with Texas Males under 35 yrs in Texas were the main source of litter Fines for didn’t work

57. Chuck Norris

58. Willie Nelson

59. Lyle Lovett

60. Owen Wilson …and more http://www.dontmesswithtexas.org/

61. 4. Ask using the right authority b. Don’t mess with Texas Ads avoided the negatives of guilt and shame in favour of the positives of pride and group identity. Within five years roadside litter was down by over 70% http://www.dontmesswithtexas.org/

62. 4. Ask using the right authority Social norms b. Don’t mess with Texas Ads avoided the negatives of guilt and shame in favour of the positives of pride and group identity. Within five years roadside litter was down by over 70% http://www.dontmesswithtexas.org/

63. How do you create sustainable behaviour? Part I

64. How do you create sustainable behaviour? Part I

65. 5. Ask using the right fakeauthority

66. 5. Ask using the right fake authority Eye eye An office tea & coffee ‘honour box’ alternated these images each week: ‘Big Brother' eyes make us act more honestly, June 2006, New Scientist

67. 5. Ask using the right fake authority Eye eye People paid 2.76 times more when the sign included the pair of eyes ‘Big Brother' eyes make us act more honestly, June 2006, New Scientist

68. 5. Ask using the right fake authority Eye eye "Frankly we were staggered by the size of the effect,” Gilbert Roberts, one of the researchers ‘Big Brother' eyes make us act more honestly, June 2006, New Scientist

69. 5. Ask using the right fake authority Authority effect Eye eye We’re sensitive to whether our actions are being observed by others… even if no one is actually watching. ‘Big Brother' eyes make us act more honestly, June 2006, New Scientist

70. 5. Ask using the right fake authority b. Smile, you’re on camera South Lanarkshire Council speed signs show numeral and ‘smiley face’ or ‘sad face’ icon according to driver’s speed Speed signs reduce you to a smile | October 2007 | South Lanarkshire Council

71. 5. Ask using the right fake authority b. Smile, you’re on camera South Lanarkshire Council speed signs show numeral and ‘smiley face’ or ‘sad face’ icon according to driver’s speed Speeding fallen by 53% Speed signs reduce you to a smile | October 2007 | South Lanarkshire Council

72. 5. Ask using the right fake authority b. Smile, you’re on camera South Lanarkshire Council speed signs show numeral and ‘smiley face’ or ‘sad face’ icon according to driver’s speed Social approval "The feedback… has been extremely positive… children are desperate to see the smiley face and this encourages whoever is driving the car to slow down.” Councillor Michael McCann, the depute leader of South Lanarkshire Council (UK) Speed signs reduce you to a smile | October 2007 | South Lanarkshire Council

73. How do you create sustainable behaviour? Part I

74. How do you create sustainable behaviour? Part I

75. 6. Ask in the right order 6. Ask in the right order

76. 6. Ask in the right order a. Order tax List advantages, then disadvantages of carbon taxes: 46% of Republicans complied 100% of Democrats complied A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University

77. 6. Ask in the right order a. Order tax List disadvantages, then advantages of carbon taxes: 100% of Republicans complied 100% of Democrats complied List advantages, then disadvantages of carbon taxes: 46% of Republicans complied 100% of Democrats complied A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University

78. 6. Ask in the right order Attribute framing Anchoring effect a. Order tax List disadvantages, then advantages of carbon taxes: 100% of Republicans complied 100% of Democrats complied List advantages, then disadvantages of carbon taxes: 46% of Republicans complied 100% of Democrats complied A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory | David Hardisty, Eric Johnson and Elke Weber at Columbia University

79. 6. Ask in the right order The mpg illusion Which trade-in saves the most fuel? Trade-in A Trade-in B 10 mpg 25 mpg 50 mpg 12.5 mpg The MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University

80. 6. Ask in the right order The mpg illusion Now let’s show Miles-per-gallon as Gallons-per-(hundred)mile. Same answer? Trade-in A Trade-in B 10 mpg = 10 GPhM 25 mpg = 4 GPhM 50 mpg = 2 GPhM 12.5 mpg = 8 GPhM The MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University

81. 6. Ask in the right order The mpg illusion Now let’s show Miles-per-gallon as Gallons-per-(hundred)mile. Same answer? Trade-in A Trade-in B 10 mpg = 10 GPhM 25 mpg = 4 GPhM 50 mpg = 2 GPhM 12.5 mpg = 8 GPhM MPG makes you undervalue improvements in inefficient cars MPG makes you overvalue improvements in efficient cars The MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University

82. 6. Ask in the right order Framing effect The mpg illusion “The New York Senate Environmental Conservation Committee has passed a new fuel efficiency bill that includes a "gallons per mile" requirement… vehicle manufacturers [must] list "gallons per 1,000 miles" for city, highway, and combined driving.” Rick Larrick, The MPG Illusion, Feb 2010 10 mpg = 10 GPhM11 mpg = 9 GPhM 12.5 mpg = 8 GPhM 14 mpg = 7 GPhM 16.5 mpg = 6 GPhM 20 mpg = 5 GPhM 25 mpg = 4 GPhM 33 mpg = 3 GPhM50 mpg = 2 GPhM 100 mpg = 1 GPhM The MPG Illusion | Professors Richard Larrick, Jack Soll | Duke University

84. How do you create sustainable behaviour? Part I

85. How do you create sustainable behaviour? Thank you (look out for part II & III)

86. Part II & III – Ready to download now>