Behaviour change and audience engagement Lucy Latham

Housekeeping

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Agenda

1. Introduction to Julie’s Bicycle and Culture Change

2. Why engage with sustainability?3. Understanding behaviours – motives and

barriers4. Affecting change5. Key principles of communication6. Further Resources7. Discussion

Julie’s BicycleWe make environmental sustainability intrinsic to the business, art

and ethics of the creative industries.

ResearchPractical tools & resourcesCollaborative projectsNetworks & events

www.juliesbicycle.com

Research

Practical Tools and Resources

Bespoke Support and ProjectsData Gathering

Sharing knowledge

Networks and Events

Artists

Audiences

Who is it for?

• SMEs & micro businesses

• Creative industries

• East of England

What’s on offer?• One to one expert

support• Events, workshops

and webinars• Tools and resources• Networking

opportunities

UNTIL MARCH 2015

PARTNERS:

Support with: • Developing your business

case for environmental action

• Implementing action plans and achieving carbon reductions

• Access to finance• Employment law and

apprenticeshipshttp://www.juliesbicycle.com/culture-change

Opportunities – why engage with sustainability?

• Be an industry leader – be ahead of the curve it’s the next innovation!

• Save costs / improve cost management• Increase efficiency business operations• Meet the existing client demand - opportunity to deepen

connection with audiences • Win new clients and generate new business• A great way to engage with clients, staff, suppliers etc.• Apply creativity to sustainability• Comply with legislation• Organisational reputation – use as marketing tool

Behaviour change

Behavioural change is effective• 3rd of energy savings in UK carbon budgets can come

from individuals taking action (UK Energy research centre)

• UK workplaces are missing out on more than £300 million a year in savings that could be achieved through encouraging employees to adopt behaviours that reduce energy use and waste (Carbon Trust)

Seems simple... So why doesn’t it always work?

Individual barriers to engagement & action

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• Lack of knowledge• Uncertainty & scepticism• Action > benefit gap• Distrust in information sources• Externalisation of responsibility & blame• Belief in technology to sort it out – deflected responsibility• Belief climate change is a distant threat• Low prioritisation amongst competing priorities• Reluctance to change lifestyles• Fatalism• Drop in the ocean feeling• Climate change: Psychologically distant in time and space

1. Understand your audience

• Behaviour is motivated by multiple influences: attitude, ethics, society, culture, values, authority..

• Marketing/market research is a powerful tool• Balance between technological and behavioural interventions (ref

sustainability)

Poll time!A B

Common approaches to behavioural change

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• Provide people with the information you think they need and their will change their behaviour accordingly

• Make the problem sound scary enough and people will take action (fear framing)

• You need to change attitudes to change behaviour• Periods of transition provide opportunities to introduce

change

When we say one thing and do something completely different…

- Act in accordance with social norms- Perceived control over behaviour- Direct versus indirect experience- Interviewer bias i.e. people say what they think interviewer wants to

hear

Values

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Motivations

• Understanding motivations is key:• young smokers aren’t as interested in costs/health implications,

instead motivated by boyfriends and girlfriends..

• Social norms.. Musicians • Create the norm – set the behavioural expectation

Poll answer!A B

Collecting information

• Opinion polls• Staff/audience opinion surveys• Suggestions box• Quantitative data: travel

2. Tailoring your approach

• Team/organisation• Audience• Visiting artists• Customers Control

Influence

3. Taking actionWhy engage?• Changing staff behaviour and human behaviour in

general is really important• Some of the best ideas come from staff engagement• Engaged employees try 50% harder, 20% better and

80% less likely to leave an organisation

What’s to gain?• Improved team work skills, confidence,

new/improved relationships, organisational solidarity…

Team: embedding sustainability

• Job roles/contracts, PDRs, training opportunities• Policies and codes of conduct (internal communication)• Sustainability champions• Green teams• Mass participation events e.g. Earth hour, meat free Mondays, bike to

work week

Green teams

• Conduct a staff environmental survey to understand who will be interested in engaging with environmental sustainability

• Good to get representatives from across the organisation• Identify any funds that you can use for the green team• Can be used as social occasions too – e.g. lunch clubs, might want to

also consider volunteering too

Staff initiatives

• NEC – public transport initiatives• The Sage Gateshead – 10:10 campaign• The Royal Exchange Theatre – telling the story• Wembley - cycling

Audiences initiatives: travel Shambala Festival- Biofuel shuttle - Subsidised express coaches - Travel offset - Sustrans - 100 people cycling (2009)- Communications! - Car sharing

http://www.juliesbicycle.com/resources/practical-guides

Audience initiatives

• Artichoke’s Lumiere, the UK’s largest light festival• Control/influence: Focusing on energy use and audience behaviour• Transport• Lights/appliances switch off

• Latitude Festival• Website communications

Visiting artists

• Green riders• Travel: Lumiere

http://www.juliesbicycle.com/resources/jb-green-riders

Supply chain

• Sage Gateshead 10:10 campaign..• Supplier commitments – Sustainability can be built

into tender process• Latitude: contracts

Campaigns• Chose your focus area• Consider any resource requirements e.g. posters, prizes to incentivise staff

participation• Create an easily identifiable brand for your campaign e.g. SwitchOff and

create associated promotional materials• Create a realistic goal e.g. reducing elec by 10%• Communicate goal and baseline• Provide simple actions and instructions for staff in order to achieve goal• Provide incentives for involvement e.g. prizes, professional recognition• Think holistically: For example if you do a campaign on cycling to work,

raise awareness on transport impacts and organise a bike repair workshop

Campaigns - making them successful…• Make it fun / aspirational

• Connect with national and international environmental days. E.g. Earth Hour, or Walk to Work week

• Help people connect with volunteering• Different things to explore: gardening, river/beach clean ups, local food bakes, bike rides. Fits

into wider staff well-being too• Educational, create conversations• Social aspect e.g. Lunch clubs?

• Tailored and relevant• Give feedback i.e. data/results/progress• Accept feedback i.e. suggestions box• Lead by example • Communicate• Remind and reinforce

Key concepts for engaging people

• Catalyst effect• Key behaviours that may lead to the adoption of other

behaviours with a similar underlying ideology

• Halo effect• Giving public praise and enthusiasm to an employee is

likely to encourage them to do more in future

• Virtuous Escalator• Get people to make any step, no matter how small

• Social norms• Proven time and time again to be best mechanism for

change

Audience engagement and communication

Why communicate?

• Build your brand.• Transparency builds trust and understanding.• Celebrate and gain recognition for your achievements.• Share best practice.• Major opportunity for leadership.• Encourage participation and new ideas. • Influence change. • Avoid missing out on opportunities.

Key Principles

1. Know your audience and find what’s in it for them.2. Keep sustainability in line with your brand and

organisational culture.3. Don’t be boring – tell stories and lead with a vision.4. Be clear about purpose and calls to action.5. Make it participatory.6. Stick to your strengths.7. Pick the right messengers.

1: Storytelling

What’s your story? • What are your key messages?• How can you create a sense of shared value between all of

your stakeholders?• Sustainability stories should be in line with your identity,

tone and existing communication channels.• Developing a brand/identity to represent and highlight your

efforts can be effective. • Alternatives to “green” - it’s a useful shortcut but how else

can we talk about this issue without people switching off?

2: Make It Fit

• Wembley Stadium “Switched On to Switching Off” energy reduction campaign – Energy Referee issued “offenders” with yellow and red cards for equipment left on overnight.

• Town Hall Symphony Hall Birmingham

Environmental Policy

3. Intention vs. Achievement

• Tell the whole story.• Failure stories matter too!• Balance honesty about the process with genuine success

stories.• Invite participation.

4: Engage People• Set your objective.• Share the vision - be specific about what do you want to

change.• Make a clear ask/provide clear messaging. • Support your ask/messages with relevant/robust information.• Think about the medium and multiple touch points • Make it a collaborative effort.

• “Join us in reducing emissions by…”

• Make it fun!• Measure success.• Reward and celebrate action.

Example: After Miss Julie

• Green walkway.• Ticketless performance.• Hire a programme scheme.• Inside the programme:

• Rationing timeline• Cast and crew bios• Infographics by David

McCandless (Information is Beautiful)

5: Choose the right channel

Internal • Emails• Staff meetings and socials• Project management

software• Newsletters• Physical noticeboard• Signage• IG report and certificate

External• Creative IG

report and certificate

• Newsletter• Website• Social media• Blogs• Press• Multimedia

content• Marketing

emails• Ticketing• Programmes• Events• Signage

Example: Social Media Campaigns

• Timbaland’s Nature Needs Heroes Camp campaign

• Advertising new Earthkeepers environmentally conscious range

• Artist Robert Bradford sculpture• Visitors submit environmental pledges• After pledging get 20% off the range

• Art Everywhere • People voting for favourite artworks via Facebook

and sharing via Twitter

Invest the Time

6: Do it sustainably• Recycled or FSC certified paper stock.• Printed using vegetable inks.• Use responsible printers (ISO14001).• Consider digital – but be aware that digital files use energy:

• Make sure the purpose of the content is clear.• Minimise file sizes.• Maximise quality, impact and reach.

7: Tapping into existing campaigns

Does it work?

• 41% of festival goers in 2012 said they actively changed behaviour from encountering sustainability messages at festivals.

• Isle of Wight Festival reduced audience travel emissions by 26% between 2009 and 2010 by promoting travel alternatives like carshare, increased car occupancy and cyclist facilities.

• Manchester Art Gallery reduced energy emissions by 15% by displaying “live” energy use in the building, enabling visitors to make informed choices.

Example: Manchester Art Gallery

• Aim: 42% emissions reduction by 2020.

• Piloting an energy display system in public areas since 2011.

• iPad screens installed at strategic positions in the building:

• energy consumption of the day so far

• whether it's gone above the target • Tips for people to help reduce

consumption

• ~ 15% reduction in emissions from behaviour change alone.

http://vimeo.com/25087040

Next steps

• http://www.juliesbicycle.com/resources• Guides and factsheets• Case studies of best practice• Further Culture Change events Click here• Phone & email support• Book your one-to-one support with Julie’s Bicycle

to complete your bespoke policy and action plan culture-change@juliesbicycle.com• Complete the template for Environmental

Policies and Action Plans

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Resources

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Thank you

Your feedback is very welcome!

culture-change@juliesbicycle.comjuliesbicycle.com/culture-change

facebook.com/culture-change#CreateShareSustain @JuliesBicycle

Any questions?

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