Applying behaviour change in policy making in DCLG

1. Applying behaviour change in policy making in DCLG

2. Policy has tended to assume we are… • Controlled • Analytical • Rule based Rational

3. However we tend to be… • Automatic • Holistic • Associative Irrational

4. Developed a toolkit to help… • 1 page guide; reference • pack; library • Step by step guide; • workshops; case studies • Intranet; internal • network, advisory group Understand why ‘we act as we do’

5. Derive actions 4 • Identify barriers 3 • State behaviour goals 2 • Define actor types 1 4 key steps to applying behaviour change…

6. Understanding how we behave can improve effectiveness … • Traditional levers still apply (legislation, • regulation, taxation) • 9 key influences on human behaviour • Social psychology & behavioural economics MINDSPACE

7. Messenger • More likely to act on info if • expert delivers it • More likely to act if the • messenger is like us • Affected by feelings e.g. DH use children to convey risk of smoking to parents Influenced by who communicates with us…

8. Incentives • Fear losses more than • gains e.g. DVLA threat to crush car more effective • than fine of same value • Overweight small • probabilities • Live for today at expense • of tomorrow Responses shaped by mental shortcuts…

9. Norms • If positive let people know – • challenge myths e.g. drinkaware • campaign • Relate to your audience • Be careful – undesirable • norms • Do what those around us already • do…

10. % of adults registered as donors Opt in Opt out Default • Many everyday things have • a default option e.g. donors • Defaults often selected via • natural ordering • Should structure defaults • to maximise benefit – but • don’t restrict choice • We ‘go with the flow’…

11. Salience • Everyday bombarded by • stimuli – filter information to • cope e.g. recycling lids • Novel, simple, fun • Look for reference points • to base decisions • Our attention is drawn to what is • novel and relevant…

12. Priming • Controversial • Words, sights, smells can • alter behaviour e.g. exposing people to • words relating to the elderly such as wrinkles changed • behaviour • Constantly being primed – • need to understand more • Acts influenced by sub-conscious • cues…

13. Affect • Emotions are rapid & • automatic • Moods can influence our • judgement • Should use with care e.g. • 90s car crime advert • Emotions can shape our actions…

14. Commitment • Commitment devices used • to overcome willpower • weakness • More effective if written and • public • Reciprocity – I’ll commit if • you do e.g. pledgebank • Consistent with public promises…

15. Ego • When things go well we • attribute them to ourselves • Think of ourselves as self- • consistent e.g. to maintain positive self image • males donate more to attractive female fundraisers • Biased to believe we are • better than average • Act in ways that make us feel • better about ourselves…

16. Enable • Infrastructure • Facilities • Design • Resources Behaviour Change • Encourage • Legislation • Regulation • Incentives • Information • Engage • Facilitate public debate • Gain approval • Explore • Insight Is the action enough to break habit & kick start change? • Evaluate • Evidence-based behaviour change • Derive Actions • Exemplify • Leading by example • Change Government’s behaviour Behaviour Change The things you need to do to change behaviour…

17. 2. STATE BEHAVIOUR GOALS evaluate exemplify explore customer insight segmentation enable lead by example change gov behaviour collect evidence of impact infrastructure design resources facilitate public debate & gain approval legislation regulation incentives Behaviour Change Guide 4.TOOLS TO DERIVE ACTIONS tax breaks, subsidies, grants make desirable behaviour cheaper 1. DEFINE ACTOR TYPES FINANCE • List key actors • Segment according to • willingness & ability to act • Use evidence to • understand motivations/ • attitudes/behaviours make undesirable behaviour more costly taxations, fines provision of info, labelling, kite marks, providing facilities make desirable behaviour easier EFFORT make undesirable behaviour harder limit access, regulation positive reinforcement, reminders routine behaviour education, prompts, naming & shaming raise conscious awareness HABIT MESSENGER public awareness campaigns, change champions, role models communicators influence us • List goals, by actor/segment • Understand your goals e.g. • are they one off/repeated? • who benefits - for how long? • Look to start, stop, prevent • or modify Policy Making Framework Stage: Scope / Understand Policy Making FrameworkStage: Develop Options / Finalise Policy Policy Making Framework Stage: Implement / Evaluate INCENTIVES mental shortcuts change response small instant rewards, losses loom larger than gains, live for today NORMS challenge myths, publicise positives change behaviour around target we do as others do NORMS DEFAULT structure default to maximise benefit we go with the flow SALIENCE keep it simple, make relevant (1 to1 or tailored advice), stimulation we are drawn to new & relevant 3. IDENTIFY BARRIERS PRIMING careful choice of words and sights, decoy option, sub-conscious cues affect actions • Determine barriers to • achieving goals • Identify both real & • perceived barriers • Use evidence to • understand barriers COGNITION AFFECT smiley faces and colour to enhance message emotions shape actions COMMITMENT public commitments, contracts, pledges, free gifts we keep public promises EGO incremental slow change slowly, public recognition positive self-image encourage engage things you need to do to change behaviour

18. However need to be aware of the limitations… • Changing behaviour can • be seen as controversial • Central government role? • Not clear how long • effects last Behaviour change can take a generation