Selling Behaviour Change to Senior Management

1. Selling Behaviour Change to Senior Management Prof. Erik Bichard

2. Influencing behaviour is central to any policy Changing minds based on traditional carrot and stick strategies assumes that people make ‘perfectly rational’ decisions, but this is not the case Changing the context within which people make decisions is likely to have more success (conclusions from Dolan et.al., (2010) Mindspace report Policy and Behaviour Change

3. Denial

4. Anxiety, Splitting and Psychoanalytical thought • Freud’s theory dates back to the 1920’s • Apathy, far from laziness, could be a result of caring too much • Even worse, consumerism is often the harbour from the storm (after Randell, R (2005) in Psychotherapy and Politics International)

5. Confusion

6. ‘Information does not necessarily lead to increased awareness, and increased awareness does not necessarily lead to action [These] must be backed up by other approaches’ From demos/Green Alliance report Carrots, Sticks and Sermons (2003)

7. Climate change is not happening It is, but it is overstated We (UK) are only a tiny part of the problem It is important, and something should be done but… The government should fix it Technology will save us The market will rectify the problem Other polluters (China, US etc.) go first Why should I do something if others don’t The problem is too big for me to influence I would act, but don’t like any of the low carbon choices Common Reasons for Inaction

8. Consumer concern mapped against level of consumer action 9% 10% Not strongly concerned about global warming, but willing to take actions where clearly signposted and supported by incentives and social norms Concerned about global warming, willing to take make an effort, empowered to take significant action Level of Action Taken Do not see global warming as an issue to be personally concerned about, or take any action Concerned about global warming but challenged to see how their action could make a difference 6% 75% Level of Concern After Accountability/Consumer International Survey 2007

9. Attitudes are ‘certain regularities of an individual’s feelings, thoughts and predisposition to act towards some aspect of his/her environment’. (Secord and Backman, 1969) Emotions (affective) + Thought (cognitive) + Willingness to act (behaviour) = Attitude Willingness is tempered by a belief that the action will be effective, but also that it will be well received by others (Ajzen and Fishbien (1980) What are Attitudes and Behaviours

10. Sustainable Decision-making Is there a problem? Will the Solution Work? Do I care? What will my peers think of my behaviour? Do I know what to do about it? After Ajzen and Fishbien (1980) Theory of Reasoned Action

11. The Fear of Making the Wrong Decision is Very Powerful

12. Values-Based Segmentation After Rose, Dade and Scott (2007)

13. Triple Track Strategy • Intervene with the right information at the optimum point in the decision-making process • Use incentives that support the proposition • Surround doubters with evidence that others accept the change and would approve of those who join them.

14. The Salford University Experience • The project: Integrate sustainability into the whole of the curriculum • Helped by an 2011 HEA Change Academy place • Planned outcome biased towards a middle-out influencing strategy but it didn’t quite work out that way...

15. Sustainable Decision-making: Academic Programme Directors Is there a problem? Will the Solution Work? Do I care? What will my peers think of my behaviour? Do I know what to do about it? After Ajzen and Fishbien (1980) Theory of Reasoned Action

16. Sustainable Decision-making: The Vice Chancellor Is there a problem? Will the Solution Work? Do I care? What will my peers think of my behaviour? Do I know what to do about it? After Ajzen and Fishbien (1980) Theory of Reasoned Action

17. A familiar challenge? Embed Action Desire & Conviction Interest & Comprehension Awareness Unaware

18. Workshop • List the benefits • What do you know about your decision-makers? • How will you influence them? • What scenarios/hurdles could come up? • What’s your elevator pitch? • (tbc)

19. Know your decision-makers and play out influencing points against possible outcomes • Develop an elevator pitch • Message 3

20. Your next steps – making the most of your EAUC Membership… • Resources - visit the dedicated leadership section of the EAUC resource bank • Networks - join our Embedding Positive Attitudes and Behaviours Community of Practice - for those wanting to identify with the challenges of changing the behaviour of staff and students • Find out more about this group at 5pm today – see programme for details • Recognition - want recognition for your behaviour change initiatives – enter the 2012 Green Gown Awards behaviour change category. Entries open in summer 2012 • Measure and improve - sign up to LiFE at www.thelifeindex.org.uk – EAUC Members receive a significant discount • LiFE offers a dedicated ‘leadership’ framework to help implementation Membership matters at www.eauc.org.uk