We know how to positively influence human behavior to increase sustainability.
Our team members are trained in Community-Based Social Marketing (CBSM), the most well-established method for bringing about effective behavior change.
We’ve all heard the saying, “old habits die hard.” Humans are undoubtedly creatures of habit, and those habits are sometimes, but not always, bad habits. The reasons people behave the way they do isn’t always clear or rational, but the good news is that habitual behaviors can and do change with proper guidance and prompting.
Since human behavior has a significant impact on the amount of resources an organization consumes, changing behavior so that individuals make more sustainable choices is a critical part of any sustainability strategy. When it comes to energy conservation, today many organizations have smart building control systems that do a great job at conserving energy – but these technological solutions are not enough on their own to close the final gap in ensuring maximum building efficiency. To reach that point, building occupants need to be trained to make energy conservation part of their regular routine.
We have years of experience in identifying, designing, and implementing strategies to change behaviors and build engagement. We use the tools of Community-Based Social Marketing (CBSM) to create behavior change campaigns that work. Our goal is to help your organization’s people shift from resource-consuming habits to resource-conserving habits– whether that’s in the area of energy, water, waste, recycling, composting or active transportation.
First, we identify the target behavior that we are trying to encourage. We then baseline the targeted behavior via a survey and/or systematic observations. Doing so ensures we have a place from which to measure progress. We then decide which CBSM tools will be most effective to bring about the desired behavior change in the particular context. Next, working closely with the client, we develop strategies that leverage those tools in the most effective ways. We develop a communication plan that taps existing communication channels. We then implement the campaign, usually for a period of 6-10 weeks. Once the campaign has concluded, we conduct post-intervention measurements to assess effectiveness and ensure sustained behavior change. Finally, we provide recommendations for maintaining the desired behaviors so that they can and will be ingrained into the culture of the organization. For many of our clients, we repeat this process a few times a year in order to focus on different sustainable behaviors that will help them achieve their sustainability goals.