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Skumatz, 303/494-1178, [email protected] 1
SERA
Changing Behavior in Recycling and Organics
Smartening Up Our Outreach
New Mexico Recycling and Solid Waste Conference 2016
Dana D’SouzaSkumatz Economic Research Associates [email protected], [email protected]
303/494-1178© 2016 All rights reserved
SERA
OVERVIEW OF PRESENTATION
Traditional outreach and education
Self-efficacy Market research Social Marketing & CBSM Measurable impacts and
retention Cost effectiveness study
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BACKGROUND – TRADITIONAL TO ENHANCED METHODS
Unaware Aware Consider Intent Purchase
Product driven Studies focus on intent Information ≠ behavior change Education campaigns “non-threatening” Budget allocation ?-Measurable results, cost effective, retention Should it be part of community portfolio?
SERA
ADVERTISMENT CAMPAIGNS
Skumatz, 303/494-1178, [email protected] 2
SERA
MORE EFFECTIVE OUTREACH
Cluttered market place
Community Based Social
Marketing (CBSM)
Perception of facts
Make a difference
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SELF-EFFICACY
Coined by Albert Bandura- A person’s belief in their ability… Empowerment- Individual actions “make a difference” High self-efficacy -Actualize expected outcomes Leads to - participation, recycling, actions Find motivation & empower by taking to HH level, easily do-able
SERA
SELL WHAT PEOPLE WANT….
People buy a “bundle” of valued features Information ≠ motivation SERA study 10:1 not in C/B ratio Basic market research Focus on barriers (negatives),what’s
appealing (positives), motivations, networks
Sell on what the people care about, not YOUR goals
SERA
HOW TIDE DOESN’T SELL
Source: Skumatz Economic Research Associates, (SERA)
Skumatz, 303/494-1178, [email protected] 3
SERA
COMMUNITY BASED SOCIAL MARKETING (CBSM)
Recommended tools:
Commitments /pledges
Prompts
Norms
Incentives
Communication
Argues greater… Participation and behavior
change Retention
Lacking and what we emphasize
Info on $/impact &
cost-effectiveness
Large sample sizes
Retention / Persistence
Demonstrable value
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PROJECT DESIGN & MEASUREMENT
Design: Quasi-Experimental Control & treatment groups, N=±, pre- &
post measurement Commitments, visits, phone calls, surveys,
flyers, web, contests, norms, feedback
Measure: tons, participation, sorts, attitudes,
retention, costs
10
Colorado Project Targeted recycling & energy behaviors Baseline research, measurement, goals Control-b/a survey & Comps, R2-SM, R3-
SM & DTD SM tools
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MAKING IT COME TOGETHER – MEASUREMENT & RETENTION PLAN
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Target Theory Plan A Plan B IssuesQuasi-experimentaldesign with 3 neighborhoods
Suggests adding one more baseline neighborhood
Adding 4th
neighbor-hoodCounty looking for 4th “similar” neighborhood; otherwise 3
Measurement needs to follow recycling trucks; similarities OK
Baseline tons & waste composition (WC)
Pre period recytrucks by neighborhood;3 pre-WCs
4 neighbor-hoods; omitted trash tons
Same Some seasonalissues, hence relative to baseline
Baseline energybehavior
Baseline survey in 1,2,3
No survey in 4th / Hawthorne
Same E & R behaviors; attitudes/demog
On-going measurement -recyc
Truck tons by neighborhood, EOW on-going+EOM 2yrs
Add 4th neighbor-hood; deleted trash
Must interrupt routes/ not “clean”; additional cost
“Power” considerations; cost for on-going
On-goingenergy behavior
Prefer neighbor-hood energy reads / n.a.
Pre/post survey only; plus 12, 24 mos,
Same Consistent with revisions to data & goals…
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RESULTS: COMMITMENTS BY TYPE
12
500+ people committed to 2,400 actions 4%, 40%, 60+%
½ MTCE for recycling, energy
Source: Skumatz Economic Research Associates, (SERA)
Skumatz, 303/494-1178, [email protected] 4
SERA
RESULTS: ENERGY BEHAVIORS
13Source: Skumatz Economic Research Associates, (SERA)
Especially strong – Phone “Challenge” for “Weatherize Weekend”/ reminder calls
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RESULTS: RETENTION
14
% Increase in Recycling Lbs/ Cap (Normalized)
Source: Skumatz Economic Research Associates, (SERA) Continuing to
Measure…
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Route 1 (Control) Route 2 (Partial Treatment)
Route 3 (Full Treatment with Door‐to‐Door)
End of Outreach
9 months later
33% retention after 9 mo
78% retention after 9 mo
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TAKEAWAYS Information is not motivating
Must also appeal Use self-efficacy, auxiliary effects / research
Social marketing “Cute” posters not enough Measure to prove and refine
Prove the value Demonstrate – prove it – cost effective? Must measure for Retention
You don’t have to reach everyone, research so you can target where you can be most successful.
SERA
THANK YOU!!
Lisa Skumatz, Ph.D.
Dana D’Souza
Skumatz Economic Research Associates (SERA) Phone: 303/494-1178
www.serainc.com
