Achieving culture change david knott and stephen muers 22 nd june 2007
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Achieving Culture Change David Knott and Stephen Muers 22 nd June 2007. What is culture change?. 1. Seeking to change specific attitudes at a society-wide level. 2. Seeking to influence underlying attitudes on a cluster of values at a society-wide level. Whole society. Target level.

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Achieving culture change david knott and stephen muers 22 nd june 2007 l.jpg

Achieving Culture ChangeDavid Knott and Stephen Muers22nd June 2007


What is culture change l.jpg
What is culture change?

1. Seeking to change specific attitudes at a society-wide level

2. Seeking to influence underlying attitudes on a cluster of values at a society-wide level

Whole society

Target level

3. Seeking to change specific attitudes at a sub-group level

4. Seeking to influence underlying attitudes on a cluster of values at a sub-group level

Sub group

Specific attitude

General attitude

Focus of policy intervention


Examples of culture change l.jpg
Examples of culture change

Whole population

‘Britishness’, community cohesion

Seat belts

Congestion charge/ air duty

Alcohol duty

PHSE classes

Healthy living

Relative degree of targeting

Council stock transfer 1980s

Pension reforms

School leaving age

Mentoring programmes

EMAs

Teenage pregnancy

Pain reporting

Respect agenda

Personal aspirations

Sub group

General attitude

Specific attitude

Relative focus of policy intervention


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Why does culture change matter?

  • Efficiency objectives:

    • High cost-benefit ratios of behaviour based interventions

    • Higher productivity in public expenditure areas e.g. Wanless scenarios

  • Social objectives:

    • Reducing inequalities in public service outcomes

    • Increasing social mobility

    • Creating more community cohesion and pro-social behaviour

    • Encouraging sustainability use of environmental resource




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There are three main policy stages to developing a culture change strategy

3. Determine suitability of different levers - what does and doesn’t work?

1. Identify and segment the range of groups and profiles

2. Assess what is driving attitudes and behaviour in the area

Clarify objective and rationale for intervening

Establish how progress will be monitored and roll out managed


1 identify and segment different groups and profiles l.jpg
1. Identify and segment different groups and profiles change strategy

Example: those aged 16-19 Not in Education, Employment or Training (NEET)


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2. Assess the drivers of attitudes and behaviour change strategy

For example through responses to attitudinal surveys:

  • “Staying in education after the age of 16 is an important thing to do” (attitude)

  • “People close to me say that it is important for me to remain in education after the age of 16” (social norm)

  • “I intend to remain in education after the age of 16” (intention)

  • “I have control over whether or not I remain in education after the age of 16” (self-efficacy)



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Some areas for discussion change strategy

  • How should we go aboutsegmenting different profiles and groups in practice? What do we do in cases where there are multiple goals and/or overlapping user profiles?

  • What do we know about how attitudes, values and aspirations affect behaviour in different areas? Are there any cases where these have a much stronger effect than incentives, legislation, and information approaches?

  • How effective are interventions to tackle entrenched attitudes? (e.g. parenting programmes, mentoring) Are there problems with using such approaches? (e.g. public acceptance)