CBSM? A Sustainability Gamechanger Michelle Vigen U of M Regional - - PowerPoint PPT Presentation

A Sustainability Gamechanger

Michelle Vigen

U of M Regional Sustainable Development Partnerships – Clean Energy Resource Teams (CERTs) …and the Bush Foundation

U of M Extension 2011 Fall Conference Lighting Talk

CBSM?

Text from RSDP website; Graphic: wordle.net

Changing to preserve what we value

Photo credit: Michelle Vigen

Over 80% of Americans

worry about the environment. 59% of Americans “worry a great deal” about the pollution of drinking water

The American Environmental Values Survey, 2006, SRI Consulting; 2009 Gallup Survey (2009) http://www.gallup.com/poll/117079/Water-Pollution-Americans-Top-Green-Concern.aspx; Photo credit: http://gijoh.com/

The Brain: Pathway or Barrier?

Credit: Psychology of Sustainable Behavior, cover. 2009. Christie Manning and the MN Pollution Control Agency

“Don’t leave me hanging!”

Credit: hasenfefferinc; sierraclub.org; http://i-cdn.apartmenttherapy.com; colleensbetterbites

95%

• f our behavior

is automatic

Credit: http://www.associatedhomecare.com/ and http://www.carinsurance.org/

Credit: From elevator experiment video http://youtu.be/N_jpNPzA3uU

Subject enters facing FORWARD Subject turns BACKWARDS

1960’s Candid Camera: The Power of Conformity

Speak to the Automatic Self: CBSM

McKenzie-Mohr, Fostering Sustainable Behavior (1999), also www.cbsm.com

Community- Based Social Marketing

Change is easier with community than on our own.

Credit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000

What is CBSM? PSYC YCHOL HOLOG OGY

ha habit

its, pe perc rcept ptio ions, kn knowledge

+ SOCIAL MA

MARKET ETIN ING

famil ily, f frie riends, c commun unit ity, c cul ulture ure

=

Beha

havio ior C r Change

nge

Credit: wifairevergreensewsandsomuchmore.blogspot.com; McKenzie-Mohr, 2000

What is CBSM?

Selecting initiatives that focus on outcomes and fit your community

Credit: grocery.com; Psychology of Sustainable Behavior, cover. 2009; McKenzie-Mohr, 2000

What is CBSM?

Identifying Barriers and how to address them through program design.

Incorporating strategies that are proven to make change easier.

Credit: info.ibs-us.com; Psychology of Sustainable Behavior, cover. 2009; McKenzie-Mohr, 2000

What is CBSM?

Social diffusion

How we follow signals and take suggestions from our trusted sources (family, friends, colleagues, peers).

High Trust = Greater Influence

Source: Gallup Poll

Social Norming

How we internalize the “normal” behavior of our local general public as normal, and follow suit.

Credit: kwc.org

Prompts

Reminders close in proximity and time to the desired action.

Credit: Michelle Vigen

Credit: 1.bp.blogspot.com

Context … matters

friends,

Credit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000

How can you use these ideas?

PSYC YCHOL HOLOG OGY

ha habit

its, pe perc rcept ptio ions, kn knowledge

+ SOCIAL MA

MARKET ETIN ING

famil ily, f frie riends, c commun unit ity, c cul ulture ure

=

Beha

havio ior C r Change

nge

text

Credit: govconexecutive.com

CBSM = COMMUNITY-BASED SOCIAL MARKETING Makes doing the right thing easier Builds community connections Results in lasting sustainable change How can you use these ideas?

Want more than 4 ½ minutes?

Bush Foundation is providing funding for:

• Presentations
• Workshops
• Project Planning and Implementation

Consulting Email: vigen010@umn.edu

CBSM = Sustainability Changemaker Michelle Vigen Email: vigen010@umn.edu

Regional Sustainable Development Partnerships Clean Energy Resource Teams Bush Foundation, Leadership Fellow