How do you create sustainable behaviour? Part II

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

8. Ask with the right incentive

11. Ask, but have a default option

12. Ask a completely different question

7. Ask at the right time a. Reduced carbon food. Delivered. Ocado - a U.K. grocery delivery service - operates a ‘green’ van that allows shoppers to take delivery at times when a van will already be in their area – saving fuel. Nudge blog | An grocery delivery service that lets you see when its vans have plans to be in your neighborhood August 18, 2008

7. Ask at the right time Scarcity effect Social norms Reciprocity a. Reduced carbon food. Delivered. Ocado - a U.K. grocery delivery service - operates a ‘green’ van that allows shoppers to take delivery at times when a van will already be in their area – saving fuel. Nudge blog | An grocery delivery service that lets you see when its vans have plans to be in your neighborhood August 18, 2008

7. Ask at the right time b. Speed limit target What if a sign told you the most efficient speed to drive? U.S. Department of Transportation traffic light synchronization program in Texas did exactly that Tom Vanderbilt | TrafficFlow Manager | Nudge blog

7. Ask at the right time b. Speed limit target What if a sign told you the most efficient speed to drive? U.S. Department of Transportation traffic light synchronization program in Texas did exactly that Delays reduced by 25% Fuel consumption reduced by 14% Tom Vanderbilt | TrafficFlow Manager | Nudge blog

7. Ask at the right time Self-serving bias b. Speed limit target What if a sign told you the most efficient speed to drive? U.S. Department of Transportation traffic light synchronization program in Texas did exactly that Delays reduced by 25% Fuel consumption reduced by 14% Tom Vanderbilt | TrafficFlow Manager | Nudge blog

8. Ask with the right incentive a. Start stopping Arkansas’ sustainability officer John Coleman is paid $57,000 a year to make sure he saves the city at least $57,000 a year through energy efficiency improvements. Good idea? Fayetteville’s energy cop | Nudgeblog

8. Ask with the right incentive a. Start stopping Arkansas’ sustainability officer John Coleman is paid $57,000 a year to make sure he saves the city at least $57,000 a year through energy efficiency improvements. “ I would point to the perverse incentive here. As soon as Tom reaches the $57,000 target, he should wait until the following financial year before implementing the next energy saving initiative.” Comment | Dave Comerford Fayetteville’s energy cop | Nudgeblog

8. Ask with the right incentive b. Recycling: Heavy, man RecycleBank in the US & UK weighs the amount you recycle and turns into points ,[object Object]

Partners include eBay, Marks & Spencer, Boris Johnson (Reciprocity)

Totals number of trees and barrels of oil conserved. (Personally meaningful feedback)A Philadelphia Inquirer columnist’s take on nudge July 22, 2008 Chris Satullo

8. Ask with the right incentive b. Recycling: Heavy, man Results: ,[object Object]

They deliver savings for local authorities in landfill tax bills

Increased recycling by up to 200% (without additional government spending)

Turned poorer communities from the worst recyclers to among the best

Over 300 million barrels of oil conserved in US (In 2006 global daily use = 85 million barrels)A Philadelphia Inquirer columnist’s take on nudge July 22, 2008 Chris Satullo

8. Ask with the right incentive Excessive temporal discounting Social norms Reciprocity b. Recycling: Heavy, man Results: ,[object Object]

a. Three’s a crowd The decoy effect in action: 9. Add options Rome (all expenses paid) Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger

a. Three’s a crowd The decoy effect in action: 9. Add options Rome (all expenses paid) Paris (all expenses paid) Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger

a. Three’s a crowd The decoy effect in action: 9. Add options ? Rome (all expenses paid) Paris (all expenses paid) Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger

a. Three’s a crowd The decoy effect in action: 9. Add options ? Rome (all expenses paid) Paris (all expenses paid) Rome (all expenses paid except morning espresso) Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger

a. Three’s a crowd The decoy effect in action: 9. Add options Rome (all expenses paid) Paris (all expenses paid) “…when people cannot decide between two front-runners, they use the third candidate as a sort of measuring stick…” Washinton Post, Shankar Vedantam Rome (all expenses paid except morning espresso) Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger

9. Add options a. Three’s a crowd The decoy effect in action: Hybrid car (Used) Small-engine petrol car (Used) “…when people cannot decide between two front-runners, they use the third candidate as a sort of measuring stick…” Washinton Post, Shankar Vedantam Hybrid car (New) Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger

9. Add options Framing effect Distinction bias Decoy effect a. Three’s a crowd The decoy effect in action: Hybrid car (Used) Small-engine petrol car (Used) “…when people cannot decide between two front-runners, they use the third candidate as a sort of measuring stick…” Washinton Post, Shankar Vedantam Hybrid car (New) Voting Yea for the Decoys | Consumerology | December 11th, 2009 by Julie Adelsberger

9. Add options b. What rubbish Paper recycling bins are often contaminated with food waste, rendering all of the paper unrecyclable ,[object Object],* Sample of 80 Singapore Straits Times, on June 15, “What rubbish,”

9. Add options b. What rubbish Paper recycling bins are often contaminated with food waste, rendering all of the paper unrecyclable National University of Singapore tackled this ‘Expect Error’ by adding a non-recycling bin Singapore Straits Times, on June 15, “What rubbish,”

9. Add options Framing effect b. What rubbish Paper recycling bins are often contaminated with food waste, rendering all of the paper unrecyclable National University of Singapore tackled this ‘Expect Error’ by adding a non-recycling bin Singapore Straits Times, on June 15, “What rubbish,”

10. Take away options a. Hole solution People generally discard waste while in the process of doing something else, like talking on a phone How do you present a recycling option that deals with this behaviour? ? Recycling bins work better when they have holes in them | nudgeblog

10. Take away options a. Hole solution People generally discard waste while in the process of doing something else, like talking on a phone Use a smaller hole Recycling bins work better when they have holes in them | nudgeblog

10. Take away options a. Hole solution People generally discard waste while in the process of doing something else, like talking on a phone 34% more appropriate material than a bin with a large hole Recycling bins work better when they have holes in them | nudgeblog

10. Take away options a. Hole solution People generally discard waste while in the process of doing something else, like talking on a phone 34% more appropriate material than a bin with a large hole “…recycling bins… that lacked those [small] holes were basically used as trash cans.” Sean Duffy, Associate professor of psychology at Rutgers–Camden Recycling bins work better when they have holes in them | nudgeblog

10. Take away options Framing effect a. Hole solution People generally discard waste while in the process of doing something else, like talking on a phone 34% more appropriate material than a bin with a large hole “…recycling bins… that lacked those [small] holes were basically used as trash cans.” Sean Duffy, Associate professor of psychology at Rutgers–Camden Recycling bins work better when they have holes in them | nudgeblog

11. Ask, but have a default option Catering for a conference A conference experimented with their default menu options: one year they offered meat as default, the next year vegetarian Vegetarian Meat When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner? | Marc Gunther | climatebiz.com

11. Ask, but have a default option Catering for a conference A conference experimented with their default menu options: one year they offered meat as default, the next year vegetarian 83% 17% Vegetarian = option Meat = default When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner? | Marc Gunther | climatebiz.com

11. Ask, but have a default option Catering for a conference A conference experimented with their default menu options: one year they offered meat as default, the next year vegetarian 80% 20% Vegetarian = default Meat = option When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner? | Marc Gunther | climatebiz.com

11. Ask, but have a default option Catering for a conference A conference experimented with their default menu options: one year they offered meat as default, the next year vegetarian “Omnivores contribute seven times the greenhouse gas emissions, when compared to vegans…” Karen Ehrhardt-Martinez, conference chair, Pre American Council for an Energy Efficient Economy 80% Vegetarian = default When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner? | Marc Gunther | climatebiz.com

11. Ask, but have a default option Framing effect Catering for a conference A conference experimented with their default menu options: one year they offered meat as default, the next year vegetarian “Omnivores contribute seven times the greenhouse gas emissions, when compared to vegans…” Karen Ehrhardt-Martinez, conference chair, Pre American Council for an Energy Efficient Economy 80% Vegetarian = default When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner? | Marc Gunther | climatebiz.com

11. Ask, but have a default option b. Viva España(and California, Denmark, Australia, Belgium, Chile, Portugal, Spain, France, Netherlands… ) Californian’s ‘Ready Return’ tax form has been a giant success. It’s pre-filled with last year’s data In the pilot group: ,[object Object]

beneficiaries saved an average $30

0.3% received an error notice vs. 3.1% of other filers

won a 98% satisfaction rate Los Angeles Times | California GOP legislators blocked 20 bills after demands were unmet | Sept 2009

11. Ask, but have a default option b. Viva España(and California, Denmark, Australia, Belgium, Chile, Portugal, Spain, France, Netherlands… ) Californian’s ‘Ready Return’ tax form has been a giant success. It’s pre-filled with last year’s data Opposition to Ready Return has come from businesses. Stanford Law professor Joseph Bankman says Intuit, the California company that sells the popular TurboTax software, spent more than $1 million lobbying Republican lawmakers against the plan Los Angeles Times | California GOP legislators blocked 20 bills after demands were unmet | Sept 2009

11. Ask, but have a default option b. Viva España(and California, Denmark, Australia, Belgium, Chile, Portugal, Spain, France, Netherlands… ) Californian’s ‘Ready Return’ tax form has been a giant success. It’s pre-filled with last year’s data “I’ve always felt anxious about preparing my own taxes but this way was extremely easy and made me feel very comfortable.” (Quotes from actual ready return users) “ABSOLUTELY AWESOME. THIS IS THE BEST SERVICE I HAVE EVER SEEN BY THE GOVERNMENT. THANK YOU!” (Quotes from actual ready return users) Los Angeles Times | California GOP legislators blocked 20 bills after demands were unmet | Sept 2009

11. Ask, but have a default option Framing effect Temporal discounting b. Viva España(and California, Denmark, Australia, Belgium, Chile, Portugal, Spain, France, Netherlands… ) Californian’s ‘Ready Return’ tax form has been a giant success. It’s pre-filled with last year’s data “I’ve always felt anxious about preparing my own taxes but this way was extremely easy and made me feel very comfortable.” (Quotes from actual ready return users) “ABSOLUTELY AWESOME. THIS IS THE BEST SERVICE I HAVE EVER SEEN BY THE GOVERNMENT. THANK YOU!” (Quotes from actual ready return users) Los Angeles Times | California GOP legislators blocked 20 bills after demands were unmet | Sept 2009

12. Ask a completely different question a. Want some fun? Part I In Sweden many people return plastic bottles and cans. Noticeably fewer recycle glass. How do you create the desire to recycle glass? Funtheory.com | Bottle Bank Arcade Machine

How do you create sustainable behaviour? Part II

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