WasteMINZ Mid-Year Roundup May 3rd and 4th 2012
Overview of Behaviour Change Methods- which to use when
Liz Ampt, Practice Leader Behaviour Change, SKM
What is behaviour change?-Doing things differently-Me stopping smoking-Getting the kids to be ready on time-Any change of habitual behaviour-Any transformation or modification of human behaviour
Behaviour change in waste?-Stopping bin contamination-Having enough transfer stations-Getting people to understand about organic waste-Getting people to put their bins in the right place on the right day-Making waste minimisation the norm
What is waste?Something I no longer need Waste is a negativeWhen you buy too muchThings people perceive have no value (financial, talent, knowledge)Something left over after something utilisedInefficient use of a needed productDiffers from person to person
3 categories3 Complementary approachesChange by:
1. managing supply (providing infrastructure)2. managing demand (someone tells us to change)3. voluntary behaviour change (helping people to help themselves)
1. Managing supplyInfrastructure change
Changing supplyProviding more
waste infrastructure (bins, resource recovery centres)more roadsmore substationsmore dams
Works well while supply is availableAlways needed to some extent
2. Managing demandControlling consumer demand/someone tells us to change
RegulationPricingTechnological changesEducation/Awareness
2. Managing demandRegulation
By-laws banning greenwaste from landfillsBy-law to permit fines for illegal dumping
2. Managing demandPricing
Charging more for taking waste to land-fill than for recyclables or green wasteWaste levy Carbon tax on waste to landfill (Australia)
2. Managing demandTechnology
Automatic sorting of recyclablesExtended alternative waste treatments (AWTs):
green waste is pulled out of a residential solid waste stream – i.e. no kerb-side required
2. Managing demandEducation/awareness
Giving people information aboutRecyclingBin daysContamination
Using social marketing techniquesLabelling at points of reminder (bin lids)Demonstrations
2. Managing demandRegulationPricingTechnologyEducation/awareness/marketing
All external to the individual – top downValue is in relatively immediate effectProblem can be in longevity of change
3. Voluntary behaviour changeHelping people to help themselves
Getting people to
identify things they want to solvework out their own solutions
5 steps1. Identify a problem2. Have you thought of a solution?
Build on it, discuss3. Offer ‘tools’ or materials if needed4. Discuss and action plan5. Social contract
Suitable for individuals, communities, organisations
3 methodsSupply (provide infrastructure)
Demand- Regulation- Pricing- Technology- Education/awareness/
marketing
Voluntary- People/organisations
developing their own solution
When to use each?1. List the current things you believe are in place to change behaviour2. Put them into the 3 categories
1. What have we supplied?- rubbish or recycling bins, transfer station...
2. How have we managed consumer demand?
- regulation -- pricing -- technology -- information/marketing/education -
3. Have people already taken responsibility?
- Art box – early childhood centres
Next steps4. Think about your target audience5. Work out likely key influencing factors for them6. Then work out what is needed
Supply alone – losing effect Supply management
Voluntary behaviour change Demand management
Supply alone – losing its effect
In summaryConsider 3 types of change toolsAssess what you have done so farWork out what is missingListen carefully over the next 2 days for more clues!