CBSM? 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
Changing to preserve what we value Photo credit: Michelle Vigen Text from RSDP website; Graphic: wordle.net
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% of our behavior is automatic Credit: http://www.associatedhomecare.com/ and http://www.carinsurance.org/
1960’s Candid Camera: The Power of Conformity Subject enters facing Subject turns BACKWARDS FORWARD Credit: From elevator experiment video http://youtu.be/N_jpNPzA3uU
Speak to the Automatic Self: CBSM C ommunity- B ased Change is easier with community than on our own. S ocial M arketing McKenzie-Mohr, Fostering Sustainable Behavior (1999), also www.cbsm.com
What is CBSM? PSYC YCHOL HOLOG OGY hab it its, pe perc rcept ptio ions, kn knowledge ha + SOCIAL MA MARKET ETIN ING famil ily, f frie riends, c commun unit ity, c cul ulture ure Beha havio ior C r Ch ange nge = Credit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000
What is CBSM? Selecting initiatives that focus on outcomes and fit your community Credit: wifairevergreensewsandsomuchmore.blogspot.com; McKenzie-Mohr, 2000
What is CBSM? Identifying Barriers and how to address them through program design. Credit: grocery.com; Psychology of Sustainable Behavior, cover. 2009 ; McKenzie-Mohr, 2000
What is CBSM? Incorporating strategies that are proven to make change easier. Credit: info.ibs-us.com; Psychology of Sustainable Behavior, cover. 2009 ; McKenzie-Mohr, 2000
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
Context … matters Credit: 1.bp.blogspot.com
PSYC YCHOL HOLOG OGY hab it its, pe perc rcept ptio ions, kn knowledge ha + SOCIAL MA MARKET ETIN ING famil ily, f frie riends, c commun unit ity, c cul ulture ure friends, Beha havio ior C r Ch ange nge = How can you use these ideas? Credit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000
CBSM = text COMMUNITY-BASED SOCIAL MARKETING Makes doing the right thing easier Builds community connections Results in lasting sustainable change How can you use these ideas? Credit: govconexecutive.com
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
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