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Reducing Costs Through Behaviour Change Workshop 3rd October 2013 WRAP and 3663
Welcome and Action Plan Updates Simon Drury Supply Chain Partnership Manager
Welcome & housekeeping Starter exercise
Introduction to behaviour change Where is your business exercise Stakeholder mapping exercise Group feedback and discussion
Introduction to the 4Es 4Es Group exercise (part 1) Coffee Break 4Es Group exercise (part 2) 4Es feedback
Communications Planning Exercise Group feedback, Action Plans, final review and questions
Agenda
Background and context
WRAP - Our priorities Business Plan period (2011-2015)
Minimising resource use in products and buildings
Diverting priority materials from landfill
Hospitality and Food Service Voluntary Agreement
HaFS targets
Reduce packaging and food waste by 5% by 2015
Increase recycling to 70% in the sector
Your facilitator
Gareth Morton
Behaviour change practitioner for resource efficiency and carbon management
20 years experience in public, private and third sectors
Housekeeping
Reducing Costs Through Behaviour Change Workshop - Starter for ten exercise
Tell us 3 things about yourself: job, hobby, claim to fame!
On separate sticky notes write down the following and stick them on the appropriate flipchart:
Who (job title) is the biggest barrier to behaviour change in your organisation?
What is your biggest challenge to doing a behaviour change campaign?
A modern economy creates a lot of waste…
Waste = inefficiency = lost profits
Now is not the time to be wasting money
Other triggers for change:
Drivers
- Reputation
- Customers
Employees
Cost
Regulation
Becomes…
‘Business sense’
‘Common sense’
What can you do?
Change your biggest and most influential
business asset:
Greenometer
The Greenometer
The benefits of behaviour change:
Understand your business
Planning your change
programme
Communicating change
Embedding change
Developing a change programme
Where is your business? Where does it want to be?
Leaders
Explicit change
Implicit change
Tactical action but could embed
Tactical action only
Unlikely to engage
Different people: different approaches
Directors
Strategic direction
Business PROS
Middle Managers
Myopic sector specific
Bespoke messaging
Team Member
Personal impact / benefit
Environmental impact
MAINTENANCE:
ACTION:
PREPARATION:
CONTEMPLATION:
PRECONTEMPLATION:
Practice required for the new behaviour to be consistently maintained, incorporated into the repertoire of behaviours available to a person at any one time.
People make changes, acting on previous decisions, experience, information, new skills, and motivations for making the change. Person prepares to undertake the desired change – requires gathering information, finding out how to achieve the change, ascertaining skills necessary, deciding when change should take place - may include talking with others to see how they feel about the likely change, considering impact change will have and who will be affected.
Something happens to prompt the person to start thinking about change - perhaps hearing that someone has made changes - or something else has changed - resulting in the need for further change.
Changing a behaviour has not been considered; person might not realise that change is possible or that it might be of interest to them.
MAINTENANCE:
ACTION:
PREPARATION:
CONTEMPLATION:
PRECONTEMPLATION:
Exercise - where is your business?
On the sheets put key people into the different categories.
What does this tell you about your business and the people in it?
Where are the people?
Continuous Improvement
Implementation
Commitment
Investigation
Trigger
Stakeholder mapping
Stakeholder mapping exercise
Individually map key individuals in your business
onto the grid.
Use job titles:
MD, FD
Key middle managers
Key supervisors
Key staff
Next, in your group, map the numbers in each category onto the big grid.
Engage stakeholders
Hold workshops to:
Plan your change programme
Develop activities/ initiatives that will be delivered
Early engagement secures buy-in
Ensure people know how their input will be used and then show them how it was used
Making behaviour change happen in the workplace
The 4Es Model
focuses on the need to enable, encourage and engage people
recognises the need for those delivering the change to lead by example – exemplify
Ways to enable behaviour change Aim – make the new behaviour the default action
Alter workplace practices to embed resource efficiency habits in everyday routines.
Change procedures
Brief staff on the programme and why it is important to the business.
Provide key facts and figures.
Incorporate new policy and procedures into staff training.
Give information/educate/train
Ensure key staff (eg managers, environmental/green champions) are given the time to perform their additional duties.
Provide capacity
Some initiatives will require cash to make things happen. Ensure there is budget for your programme.
Provide resources
Ways to engage employees in behaviour change
Communications
Green champions/ personal contacts
Management/team meetings/workshops
Engage employees – Green Champions
can be highly effective in spreading the resource efficiency message
on a 1-2-1 basis throughout organisations.
‘Green Champion’ programmes:
a clear remit;
support (moral and practical) from managers;
the resources to do the job (time and materials);
a clear programme of activity; and
central co-ordination/guidance.
Programmes must have:
training so they can deliver actions, give advice and answer basic questions;
to be empowered to ‘make a difference’ in their workplaces;
clear terms of reference; and
on-going contact with the ‘centre’ and each other.
Green Champions need:
can vary from 1-2 per workplace to 1 for each department/team/ workspace in larger buildings/offices.
Numbers:
Ways to engage employees in behaviour change:
Any regular management or staff meeting should have environment/ resource efficiency on every agenda.
Basic training should be given to staff about the reasons for the campaign, what is happening and their role in it.
Clear benefits for the business and the environment should be communicated.
Meetings should be used to provide feedback on progress.
Establish a campaign noticeboard in every workplace where posters, news, important messages and feedback can be displayed
Motivate The Team
Engage staff in the development of plans
Give clear guidance
Encourage ideas
Reward receptiveness to change
Recognise
support from the team
Increase job satisfaction
Get staff to review their workplace
How to exemplify behaviour change
Managers/team leaders etc must actively support resource efficiency initiatives – and be seen to be supporting them.
Managers must also help to make things happen – find budget, make contacts at head office, support staff to take action, make space at regular staff meetings etc.
They don’t have to cycle to work every day (but it might help!).
Lead by example
Companies need a clear vision with respect to the environment which is translated into company policy.
Policies need to be transferred into operational practice and workplace procedures at every level right across the organisation.
Policy and practice must be adhered to at all times.
Manager and leaders must ‘lead the charge’ and abide by the new rules.
Put policies into practice
Ways to encourage behaviour change
Recognition and reward schemes are useful in motivating and rewarding staff for their efforts and ideas.
Competitions between teams or workplaces can be very effective in building morale, confidence and motivating staff to do more.
Ensure budget is available to deliver change and that longer term projects can take place.
Make sure that new workplace policies/ procedures are enforced. Managers should play a role here in encouraging positive behaviour, making initiatives happen and discouraging negative behaviour.
4Es Exercise - Part 1
In your groups:
Look at each ‘E’ in turn and identify actions you can undertake in your businesses to enable, engage, exemplify and encourage
Record them all on your large sheets
10 minutes on each then feedback
4Es Exercise – Part 2
In your groups:
Look at each ‘E’ in turn and identify actions you can undertake in your businesses to enable, engage, exemplify and encourage
Record them all on your large sheets
10 minutes on each then feedback
Communicating Change
Plan your communications
Aims & objectives An aim is a broad statement of what you want to achieve
An objective is a specific statement of what you want to achieve
Terms must be defined and understood – no ambiguity
Several objectives can be combined to achieve your aim
They can cover inputs, outcomes and impacts (what you do, what happens and the result)
They must be SMART
An example from retailing:
Save 12% on all utility consumption (electricity, water and waste) within the 6 month programme
This would lead to an annual average saving of £7,500 per store
Behaviour Change Programme Budget
Savings after 3 months
Estimated savings after 12 months
£21,575 £63,239 (£2,030 per store)
ROI 193%
£252,000 (£8,100 per store)
ROI 1,069%
Target audience Identify who they are and where they are
Examples of your audiences include: Senior management team and the board
Managers and team leaders/supervisors
Factory staff
Office staff
Catering staff
Maintenance and cleaning staff
Contractors and suppliers
Customers and the public
Shareholders
Branding & key messages
Decide on your campaign branding
Select its key messages (these may change with audience and over time)
Communication channels/activities
Decide how you are going to communicate with your target audience(s)
Identify and explain each activity
Branding and key messages
Communication activities:
Communication activity exercise
Your MD wants 5 ideas on how to communicate resource efficiency successfully across your business for a meeting he has in 10 minutes…
Monitoring & evaluation Your behaviour change programme needs to
measure progress and, crucially, to record success:
Measure and set a baseline (pre-campaign).
Monitor activities and impacts (during campaign).
Assess the results of the campaign (post-campaign).
Summary
Do all your background work
Consider ways to enable, engage, exemplify and encourage staff
Develop activities and your communications plan
Run your programme
Monitor and evaluate to identify areas of success
The final exercise – Action Plans
Please fill in your Action Plans and come up with at least 3 actions you will undertake on your return to work as a result of the workshop.
Further information:
Workforce Partnerships for Resource Efficiency
Resource Efficiency for Managers
www.wrap.org.uk/brehub
Resource Efficiency Helpline:
0808 100 2040
Email: info@wrap.org.uk
Any questions?
Thank you
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