Engaging Stakeholders in Sustainable...
Transcript of Engaging Stakeholders in Sustainable...
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ENGAGING STAKEHOLDERS IN SUSTAINABLE BEHAVIORS
Kimberly A. HorndeskiWater Resource Program Coordinator Texas Parks and Wildlife Department
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COMMUNITY BASED SOCIAL MARKETING
• Identify the Behavior
• Barriers and Benefits
• Developing Strategies
“Combines the knowledge from
psychology and social marketing to leverage community members’
action to change behavior.”
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IDENTIFY THE
BEHAVIOR
NON DIVISIBLEACTIONS THAT CANNOT BE D IV IDED FURTHER
END STATEPRODUCES T HE DE S IR ED OU T C OME
“Will engaging in this behavior produce the desired environmental outcome, or will the target audience need to do something else before the desired outcome is achieved?”
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RAIN WATER HARVESTING Do you want the homeowner to purchase a rainwater cistern?
Do you want the homeowner to install a rainwater cistern?
Do you want the homeowner to utilize a rainwater cistern?
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BARRIERS AND
BENEFITS
BEHAVIORS ARE ACTIVITY SPECIFICTHEREFORE, BARRIERS AND BENEFITS ARE ACTIV ITY SPECIF IC
Barriers
Benefits
GOAL IS TOREDUCE THE BARRIERS AND INCREASE THE BENEFITS
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CLIMATE CHANGE CAMPAIGN
“There is no one public response to climate change”
- Yale Program on Climate Change Communication
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CONFIRMATION BIAS
Confirmation bias refers to our tendency to search for and favor information that confirms our beliefs while simultaneously ignoring or devaluing information that
contradicts our beliefs.
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IDENTIFYING BARRIERS AND BENEFITS
Literature Review
01Observations
02Focus Groups
03Surveys
04
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DEVELOPING STRATEGIES
Lack of KnowledgeForgettingLack of Social Incentive Structural ImpedimentsLack of Motivation
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LACK OF KNOWLEDGE
It takes considerable knowledge just to realize the extent of your own ignorance.
Thomas Sowell
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COMMUNICATION
• Messages should be clear, vivid, personal and easy to remember
• Messages should be presented by a credible source
• Messages should be catered to your audience
• Messages should be framed appropriately
• Messages should clearly state instructions
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FEAR TO ACTION
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FORGETTING
The advantage of a bad memory is that one enjoys several times the same good things for the
first time
Friedrich Nietzsche
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PROMPTS
• Prompts provide reminders to engage in the desired behavior
• Prompts should be placed close in time and space to the desired behavior
• Prompts should be noticeable, and simple to understand.
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LACK OF SOCIAL INCENTIVE
When everyone thinks the same, nobody is thinking.
Albert Einstein
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SOCIAL NORMS
• Social norms are the expectedbehavior in a specific situations among social group members.
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UNINTENDED CONSEQUENCES
Descriptive norms can backfire if they make an
undesirable behavior more common
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SOCIAL NORMS
• Norms should be used at the time of the target behavior is occurring (or close to it)
• Associate the desired norm with praise
• Use norms to encourage behavior, not only to avoid a behavior
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STRUCTURAL IMPEDIMENTS
“My problems aren’t problems – they are inconveniences”
Scooter Braun
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CONVIVENCE
• Budgetary constraints must be considered
• Incentives could be used to decrease structural barriers
• Taxes can be used to discourage activities
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LACK OF MOTIVATION
Motivation is the art of getting people to do what you want them to do because they want to do it.
Dwight Eisenhower
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NORMS AND COMMITMENT
• Commitments should be written down or made publicly
• Commitments should be related to behavior
• Consider using existing points of contact to gain commitments
• Combined commitments with other actions
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COMMUNITY BASED SOCIAL MARKETING
Identify the Behavior
01Barriers and Benefits
02Developing Strategies
03