never mind the attitudes !

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Never mind the attitudes!

Christina Granér & Camilla Pärlbäck

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First of all: This is us!• > 20 years experience of mobility management • Done a lot of campaigns, some of them without knowing better… • Our position based on experience and theories

We are not proud of everything we have done in the past

Photo: Creative Commons,Flickr

ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO

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Never mind the attitudes!

Trying to change behaviour by changing attitudes is not effective

It’s a waste of time and waste of money!

We will give your some examples

Photo: TaxCredits.net


4ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO

Behaviour

Attitude

Photos Sigurd Decross, www.freeimages.com


Behaviour

Attitude

Photo Sigurd Decross, www.freeimages.com

6ECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECOPhoto: Reinhard Dietrich,

Creative Commons

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In spite of science, we tend to work with attitudes based on just one of the theories

New information

New knowledge

New attitude

New behaviour

Photo from ”WithWhimsey”, Flickr


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New information

New knowledge

New attitude

New behaviour


Example: “Put Sweden into motion”

You can die in advance, if you’re inactive

I can die in advance, if I´m inactive

I need to exercise every day

Result?

Logo from the campaign“Put Sweden into motion”

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Photo: eventlimousine.se


Photo: thephotographer4you

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The example of coffee

• Plantations = monocultures

• High use of pesticides

• Low compensation for farmers and workers

• Low price for consumers

• Seldom a fair trade

Photo: Sweco


11Photo: Sweco


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Right attitude but wrong behaviour

• Drive at very high speed

• Drink and drive

• Waste of food

• …

Photo: Nathan E Photography, Flickr


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A more efficient way to do it!

We behave in a rational way in every

moment

We adapt an attitude that support our

behaviour…

…by seeking information that strengthens

and justifies our behaviour


Behaviour

Attitude

Information

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Just compare!

New information

New knowledge

New attitude

New behaviour

Behaviour

Attitude

Information

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Back to our coffee!

Photo vannmarie’ www.freeimages.com

16Photo: SwecoECOMM 2014 Christina Granér & Camilla Pärlbäck, SWECO

What would happen if the price went up by 500 per cent?

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Make it easy for people!

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Photo from Google


Photo: Jörgen Schyberg, FlickrPhoto:Sweco

Give people a effective push!

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Infrastructure that support

• Fulfil the basic needs for cyclist, pedestrians, car poolers, users of public transports…

• Make it easy to cycle, walk, use buss, train, share car…

• Sustainable transports needs more space – and private car less space

Photo: Sweco



Build it and they will come!

Photo: Sweco

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Change the way you communicateChange your target groups

The desired behaviour is acceptance

General public: Acceptance

Politicians: Courage

Mass media: Agenda setting

Photo from Flickr



Conclusions

• Acceptance

• Infrastructure

• Incentives

• More efficient instruments

Photo: Ove Töfver, www.freeimages.com

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Christina Grané[email protected]

040-16 71 40

Camilla Pärlbä[email protected]

031-61 78 55

Thank you!


never mind the attitudes !

Documents

sweco1011 photo

flickr photo

photo vannmarie

sweco11right attitude

sweco example

car poolers

private car

car sustainable transports