new directions in conservation …...new directions in conservation psychology webinar series...

N E W D I R E C T I O N S I N C O N S E R V A T I O N P S Y C H O L O G Y W E B I N A R S E R I E S

Tuesday, March 20, 2018 12:00 – 1:00 PM EDT Have you noticed that some environmental movements

seem to suddenly “take off”, like going organic, whereas others seem to struggle with gaining widespread adoption, like reusable shopping bags? In this webinar we’ll dig into the Diffusion of Innovations Theory (Rogers, 2003) that explains how these movements start in the first place, and what turns a movement into a social norm that sticks. In addition to exploring the theory of social norms, this presentation will also identify the behavioral underpinnings for why they occur and how these behavioral insights can be used to motivate greater adoption of conservation behaviors.

Creating a Conservation Movement

Presenter: Brooke Tully


• Overview & Introductions • Dr. Abigail Abrash Walton

• Presentation • Brooke Tully

• Audience Questions

• Dr. Abigail Abrash Walton


Presenter: Brooke Tully

Brooke Tully (née Sadowsky) spent the first half of her career working in ad agencies, such as Ogilvy, helping clients reach target audiences to build brand awareness, change preferences, and sell products. In 2007, she joined the NGO Rare where she designed and implemented behavior change campaigns that inspired local communities in Mongolia, Thailand, Laos, and The Philippines to adopt more sustainable fishing and hunting behaviors. Operating as an independent consultant since 2016, Brooke supports non-profits with designing marketing plans for social change. She also produces a bi-monthly newsletter on marketing and behavior insights for brooke’s2cents subscribers.

https://www.brookes2cents.com/join-us/


Moderator: Dr. Abigail

Abrash Walton

Dr. Abigail Abrash Walton serves as co-director of Antioch's Center for Climate Preparedness and Community Resilience and as faculty in the Department of Environmental Studies, where she directs the Advocacy for Social Justice and Sustainability master's degree concentration. Under her leadership, Antioch has developed and advanced a range of sustainability and social justice initiatives. Her public engagement, research, and teaching focus on change leadership, facilitating pro-environmental behavior, and translating values into effective action, particularly regarding environmental and social performance. She enjoys the spirit and practice of innovation and has played a central role in launching Antioch's Conservation Psychology Institute and Translating Research to Inform Policy workshops and in catalyzing a national-level working group to build the capacity of scientists and researchers to engage with the public policy process.


Webinar Logistics

• Everyone should be connected via Audio Broadcast upon entering the webinar – You do not need to call in and you are automatically muted

• The presentation will be recorded and posted to the Antioch web site within one week

• Please submit any questions you have for the presenter in the Q& A section

• If you are having trouble with any aspect of the broadcast, use the Chat section to message the Host directly

CREATING A CONSERVATION

MOVEMENT

Conservation Psychology Webinar Series | March 20, 2018

A LITTLE ABOUT ME

WHAT WE’LL COVER TODAY

• Defining social norms

• How movements happen and when

they become norms

• Why some movements take off and

others don’t

• How you can create a movement

WHAT ARE SOCIAL NORMS?

Common standards within a social group

regarding socially acceptable or

appropriate behavior in particular

social situations, the breach of which

has social consequences.

The strength of these norms varies from

loose expectations to unwritten rules. Oxford Reference Dictionary: Social norms

face forward

minimal talking

watch the numbers

give personal space

hold the door

step out to let out

HOW MOVEMENTS HAPPEN

and when they become norms

Innovators 2.5%

time

A small number of people willing to take the high risk of adopting a norm first

Early Adopters 13.5% A slightly larger group that is a bit more selective

and require some social proof before adopting

the norm, but are still risk takers.

Early Majority 34%

This group will wait longer to see if

the norm “sticks”, let it work out any

bugs, and wait to hear what opinion

leaders think before adopting.

Late Majority 34%

This group holds out and waits

until nearly

everyone else has already

adopted, and now it’s become

a pain for them not to conform.

Laggards 16% Curmudgeons

who may never

adopt

50%

of group

adopts

norm

Diffusion of Innovation

Theory How, why, and at what rate new ideas and

technology spread.

A visual adaptation of Everett Rogers’ original.

84%

of group

adopts

norm

WHY SOME TAKE OFF & OTHERS DON’T

or at least haven’t yet

Segment

has more

than

2X since

2007

more than

5% of total

food sales

0

5

10

15

20

25

30

35

40

45

50

ORGANIC

FOOD SALES

8.4

%

in organic

food sales

between 2016

and 2015

0.6

%

overall food

market

had nearly flat

growth rate

during same

time

Organic Trade Association 2017 Industry Survey

Millennials driving

growth

Links to health

benefits

# of options

increasing

More readily

available

Cost still a factor

Limited agriculture

Greater visibility

Skepticism &

Conflicting reports

forget

reusable

bags during

40

% of grocery

trips

60

% reported

using plastic

bags during

last grocery

trip

61

% prefer

reusable

bags

Edelman Berland Reusable Bag Survey, 2014

“Easy” behavior to

adopt

Relatively low-

cost/free

Enviro benefits are

known

Difficult to

remember

Unclear personal

benefit

Skepticism &

Conflicting reports

Can get messy =

inconvenient

# needed hard to

know

HOW YOU CAN CREATE A MOVEMENT

88

million trips made

on a bike

share bike

in the U.S.

since 2010

National Association of City Transportation Officials. Bike Share in the US: 2010 – 2016.

In 2016 alone,

riders took

over 28

million

trips;

25% more

than 2015

• Communicating the norm

• Leveraging influencers & early

adopters

• Increasing real and perceived

self-efficacy

• Showing the desired behavior

• Making it popular and safe

GROWING A MOVEMENT INVOLVES

COMMUNICAT

E THE NORM

Describe the

actions or

behaviors others

are doing when in

a similar situation

Just learning that other people are changing can instigate all these psychological processes that motivate further change.

People can begin to think that change is possible, that change is important and that in the future, the norms will be different.

Gregg Sparkman, Stanford University

Dynamic Norms Promote Sustainable Behavior, Even if It Is Counternormative. Psychological

Science. Sept 2017.

LEVERAGE INFLUENCERS AND EARLY ADOPTERS

INCREASE REAL &

PERCEIVED SELF-EFFICACY

Help the audience

believe they can do

the desired behavior,

and make it easier to

actually do!

SHOW THE BEHAVIOR

MAKE IT POPULAR & SAFE

TO SUMMARIZE

You can absolutely

create conservation movements for your causes!

• Communicate the norm

• Leverage influencers and

early adopters

• Show the behavior

• Make it popular and safe

• Increase self-efficacy

THANK YOU!

brookes2cents.com/co

npsych/

Curated resources available for you at:

Join THE network for

social change

marketers

at smana.org

• Explicitly declared by a group or

influencer

• Implicitly defined through

demonstrated behavior or

teaching

• Formally decided by a leader

STARTING A MOVEMENT INVOLVES


Thank you for joining us today! You will receive an email from us in the next week with a link to the webinar recording and slides.

Please also check your email today for a link to our webinar survey, and take a few moments to fill it out -

we value your feedback!

Thank you also for joining us for this year’s Conservation Psychology webinar series. Stay tuned for more information about our next series.

new directions in conservation …...new directions in conservation psychology webinar series...

Documents