want to change people's behaviour just ask (and nudge, hug, shove and smack) - joseph williams...

Nudge, hug, smack, shove: A fresh approach to behaviour change

18th June 2014

Joseph Williams

Three important things

1. Pick the right behaviour2. Find out why it isn’t happening3. Choose the right way to respond

1. 2. 3.

1. Pick the right area….

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Impact of lighting

Impact of Transport

Switch off after

work

Teleconferencing

Impact External electronics

Cost/impact

Opportunity

Likely Effect

Unplug not in use

Reduce Senior management international

flights

Reduce lighting levels

Corridor lighting

1. Pick the right behaviour….

2) Why isn’t “it” happening?

You can’t change people

…….but you can change what is around them

We care about how people think: The rational exchange:

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We need to change the perceived costs/benefit to tip the balance

BUT!!.....Work on the right bit of the brain

95%Irrational/Emotional

Give People time

If you can’t, make it attractive……

8

Fast SlowIrrational rational

Extracting what people REALLY think

› We need to delve into the mind› People tend to be quite guarded

with their opinions› Know the right answer

› To overcome we use› Focus groups› Surveys› Interviews› Empower (Carbon trusts online

tool)

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3)Plan

What is the best way to respond to these barriers/motivators?

Make it Easy/Simple/ClearMake it Hard/Difficult

Get people at the right time

Get the rewards right (Hug?)

Appropriate• Win £1000• Win £5• Win 50pe

School in Richmond

Rewards don’t have to cost (smack?!)

Make the first step small

Make low carbon a default

Nudge people in the right direction

Say it in the right way

2 out of every 10 cats despise whiskas

The Rules

You won’t change their mind

Think about what they want

Keep it simple

Make it easy

Hearts first minds second

They don’t have to know

Think of the decision point

Deliver the message the right

way

Click on hotspots for info

Pledge your personal

carbon reduction

Gather feedback on

barriers and motivators

Training and education

modules (with quiz)

Build Action plan

Bespoke versions

Online behaviour change…..

Behaviour change programme

Joseph.Williams@carbontrust.co.uk020 7832 4622

For more information/support

© Carbon Trust Advisory Ltd