SOCIAL MARKETING AND PRO- ENVIRONMENTAL BEHAVIOUR CHANGE

Transcription

1 SOCIAL MARKETING AND PRO- ENVIRONMENTAL BEHAVIOUR CHANGE May 2008 Philip Stamp, Defra, UK

2 The issue How can we bridge the gap between the theory and evidence on behaviour change and the development and implementation of more effective policies?

3 What s the potential? Near universal awareness (but not understanding) High concern Expectations of government and business Belief that people can make a a difference Nearly everyone believes they are doing at least something for the environment Clear potential to do more

4 What s the problem? Self, role, social identity Personal norms Group and social norms Agency Habit Personal benefits or losses

5 UK Sustainable development strategy 4Es model

6 Roundtable s triangle of change* Government Products, services, infrastructure Business People *Sustainable Consumption Roundtable, 2006

7 What is social marketing? the systematic application of marketing concepts and techniques, to achieve specific behavioural goals, to achieve a social or public good

8 Defra s framework for pro-environmental behaviours, January 2008 Principles and approaches Behaviour goals Evidence and consumer insight Segmentation Implications for policy STRATEGY

9 Headline behaviour goals Personal Transport - Use more efficient vehicles - Use car less for short trips - Avoid unnecessary flights (short haul) Homes water - More responsible water usage Homes: energy - Install insulation - Better energy management - Install microgeneration Homes: waste - Increase recycling - Waste less (food) Eco-products - Buy energy efficient products - Eat more food that is locally in season - Adopt lower impact diet

10 Defra commissioned evidence Robust evidence base to support environmental behaviours unit and priority projects Extensive Research, including: Defra attitudes and behaviour survey, 2007; Public Understanding of Sustainable Behaviours Research 5 projects and synthesis report; Innovative Approaches to Sustainable Consumption and Production; Evidence review

11 Proportion of people engaging in environmentally friendly behaviours, 2007

12 Who is doing what Avoid unnecessary flights (short haul) Impact (CO2) High CO2 impact 1,000kg/hh High impact and common behaviour Use more efficient vehicles Use car less for short trips Install insulation 0% Low Install microgeneration Better energy management Waste less food Increase recycling Current Behaviour 100% High proportion of population Adopt lower impact diet More responsible water usage Buy energy efficient products Low impact and uncommon behaviour Eat more food that is locally in season 0 kg/hh Low CO2 impact

13 Who is willing to do what Ability to Act High High ability and willing Adopt lower impact diet More responsible water usage Better energy management Waste less food 0% Avoid unnecessary flights (short haul) Use car less for short trips Use more efficient vehicles Eat more food that is locally in season Increase recycling Willing to Act Low 100% Buy energy efficient products High proportion of population Install insulation Install microgeneration Low ability and unwilling Low

14 Who is willing to do what Ability to Act High High ability and willing Adopt lower impact diet More responsible water usage Better energy management Waste less food 0% Avoid unnecessary flights (short haul) Use car less for short trips Use more efficient vehicles Eat more food that is locally in season Increase recycling Willing to Act Low 100% Buy energy efficient products High proportion of population Install insulation Install microgeneration Low ability and unwilling Low

15 Who is willing to do what Ability to Act High High ability and willing Adopt lower impact diet More responsible water usage Better energy management Waste less food 0% Avoid unnecessary flights (short haul) Use car less for short trips Use more efficient vehicles Eat more food that is locally in season Increase recycling Willing to Act Low 100% Buy energy efficient products High proportion of population Install insulation Install microgeneration Low ability and unwilling Low

16 Segment willingness and ability Ability to act High High ability and willing Low 7: Honestly disengaged Maybe there ll be an environmental disaster, maybe not. Makes no difference to me, I m just living life the way I want to. 18% 6: Stalled starters I don t know much about climate change. I can t afford a car so I use public transport.. I d like a car though. 10% 2: Waste watchers Waste not, want not that s important, you should live life thinking about what you are doing and using. 12% 5: Cautious participants I do a couple of things to help the environment. I d really like to do more, well as long as I saw others were. 14% 3: Concerned consumers I think I do more than a lot of people. Still, going away is important, I d find that hard to give up..well I wouldn t, so carbon offsetting would make me feel better. 14% 4: Sideline supporters I think climate change is a big problem for us. I know I don t think much about how much water or electricity I use, and I forget to turn things off..i d like to do a bit more. 14% 1: Positive greens I think it s important that I do as much as I can to limit my impact on the environment. 18% Willing to Act High Low ability and unwilling Low

17 Who might do what Honestly disengaged Waste watchers Ability to Act Most likely to be AB; highest average income; Middle age bias Most positive pro-environmental attitudes and beliefs, and highest levels of selfreported knowledge Already doing the most to reduce environmental impact but scope to do more Aspire to live a more environmentally friendly life High ability + willing Positive greens Low ability + unwilling Spread across all social classes but ABs under-represented; Slight young male bias; Tend to be on lower incomes Characterised by indifference towards environmental issues Most negative ecological worldviews, and a lack of interest and concern Sceptical about current environmental threat Rate their pro-environmental behaviour lowest of all segments Oldest age profile; Many on low incomes; Most likely to be retired; Rural/semi-rural Already doing a lot and content with what they are doing Behaviour driven by urge to avoid waste Don t feel guilty about environmental impacts Very concerned about changes to the UK countryside/ loss of biodiversity Willingness to Act

18 Long Term behaviour change goals To help people within each segment expand their repertoire of actions, e.g. concerned consumers Low acceptability Medium acceptability High acceptability Better energy management Use more efficient vehicles More responsible water usage Increase recycling Waste less food Buy energy efficient products Install microgen Avoid unnecessary flights Install insulation Use car less for short journeys Adopt a lower impact diet

19 Potential to do more, and how Encourage Exemplify Enable Potential to do more High Enable Engage 3: Concerned consumers High potential and willing 1:Positive greens 2: Waste watchers 5: Cautious participants 4: Sideline supporters Willing to Act Low High 6: Stalled starters 7: Honestly disengaged Encourage Enable Low potential and unwilling Low

20 Strategic lines Existing/new policies High profile cross-sectoral campaigns around collective action Segmented Strategies Widening the mandate [e.g. food awareness, clothing, flying] Supported by. Evidence Action-based research and testing Tools, e.g. carbon calculator

21 Current research Public Understanding of links between Climate Change and Energy and Food consumption in the Home Per Capita Carbon Footprints Public Understanding of Sustainable Clothing Household and Economy Wide Impacts of Changing Environmental Behaviours Investigating Motivations Focusing on Specific Segments and Behaviours Investigating mavens with regard to environmental behaviours and the linkages between mavens, social norms, identity, and trust for mainstream consumers. Future developments - Research Centre on Sustainable Behaviours

22 Key factors in bridging the gap Good timing! Multi-disciplinary team Stakeholder participation Translation of evidence Tangible behaviour goals Segmentation Wide scope Broad strategy with some specific support Offers that people cannot refuse!

23 FIND OUT MORE FROM behaviour/index.htm