Embed Size (px)
Citation preview
1
Never mind the attitudes!
Christina Granér & Camilla Pärlbäck
2
First of all: This is us!
• > 20 years experience of mobility management • Done a lot of campaigns, some of them without knowing better… • Our position based on experience and theories
We are not proud of everything
we have done in the pastPhoto: Creative Commons,Flickr
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
3
Never mind the attitudes!
Trying to change behaviour by
changing attitudes is not effective
It’s a waste of time and
waste of money!
We will give your some examples
Photo: TaxCredits.net
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
4ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Behaviour
Attitude
Photos Sigurd Decross, www.freeimages.com
5ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Behaviour
Attitude
Photo Sigurd Decross, www.freeimages.com
6ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Photo: Reinhard Dietrich, Creative Commons
7
In spite of science, we tend to work with attitudes based on just one of the theories
New information
New knowledge
New attitude
New behaviour
Photo from ”WithWhimsey”, Flickr
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
8
New information
New knowledge
New attitude
New behaviour
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Example: “Put Sweden into motion”
You can die in advance, if you’re inactive
I can die in advance, if I´m inactive
I need to exercise every day
Result?
Logo from the campaign“Put Sweden into motion”
9
Photo: eventlimousine.se
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Photo: thephotographer4you
10
The example of coffee
• Plantations = monocultures
• High use of pesticides
• Low compensation for farmers and workers
• Low price for consumers
• Seldom a fair trade
Photo: Sweco
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
11Photo: Sweco
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
12
Right attitude but wrong behaviour
• Drive at very high speed
• Drink and drive
• Waste of food
• …
Photo: Nathan E Photography, Flickr
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
13
A more efficient way to do it!
We behave in a rational way in every
moment
We adapt an attitude that support our
behaviour…
…by seeking information that strengthens
and justifies our behaviour
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Behaviour
Attitude
Information
14
Just compare!
New information
New knowledge
New attitude
New behaviour
Behaviour
Attitude
Information
15
Back to our coffee!
Photo vannmarie’ www.freeimages.com
16Photo: SwecoECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
What would happen if the price went up by 500 per cent?
17
Make it easy for people!
18
Photo from Google
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Photo: Jörgen Schyberg, FlickrPhoto:Sweco
Give people a effective push!
19
Infrastructure that support
• Fulfil the basic needs for cyclist, pedestrians, car poolers, users of public transports…
• Make it easy to cycle, walk, use buss, train, share car…
• Sustainable transports needs more space – and private car less space
Photo: Sweco
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
20ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Build it and they will come!
Photo: Sweco
21
Change the way you communicateChange your target groups
The desired behaviour is acceptance
General public: Acceptance
Politicians: Courage
Mass media: Agenda setting
Photo from Flickr
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
22ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
Conclusions
• Acceptance
• Infrastructure
• Incentives
• More efficient instruments
Photo: Ove Töfver, www.freeimages.com
23
Christina Granér
040-16 71 40
Camilla Pärlbäck
031-61 78 55
Thank you!
ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO
