Beyond Behaviour Change
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Beyond Behaviour Change4th June 2013
Dr SimonBlyth
simon@actant.co
@Simon_Blyth
THINK changing minds
DO changing actions
INDIVIDUAL individual change
SOCIAL social change
THINK changing minds
DO changing actions
INDIVIDUAL individual change
SOCIAL social change
Ways To Change No. 1�
Mindshare Marketing
Knowledge, attitudes, values and beliefs drive the behaviours that consumers choose to adopt.
Our role is to persuade.
Change comes from changing minds.
THINK changing minds
DO changing actions
INDIVIDUAL individual change
SOCIAL social change
Ways to Change No. 2
Nudge
Never mind what people think. Change what they do. Subtle behavioural ‘nudges’ can have a major impact.
Our role is to manage choice.
Change comes from altering the context, at the moment when choices are made.
THINK changing minds
DO changing actions
INDIVIDUAL individual change
SOCIAL social change
Ways to Change No. 3
Public Deliberation
When people come together and talk openly and publicly – they often change what they think and sometimes what they do.
“To achieve a just society we have to be able to reason together about the meaning of the good life, and to create a public culture hospitable to the disagreements that will inevitably rise.”
Michael J Sandel
From consumer as chooser To consumer as citizen
Our role is to create new spaces and methods that will foster and support ‘consumer/citizen’ led enquiry, creativity and movements. It’s also up to us to support requests for action.
Change comes from ‘consumers/citizens’ participating in public life.
THINK changing minds
DO changing actions
INDIVIDUAL individual change
SOCIAL social change
Ways to Change No. 4
Designing Practices
The origins of human conduct are as much in the structures of society, as they are in the agency of individuals. �
Seeing everyday life as a series of practices
commut-ing
breakfast-ing
shower-ing
school run-ning
football-ing
cycl-ing
work-ing
STUFF E.g. Shower pumps & instant unlimited
hot water
STORIES E.g. A private and
personal space
SKILLS E.g. The quick wash
Practices are made of 3 elements
STUFF Innovate the infrastructure E.g. Wakey wakey
plunge pools
STORIES Innovate the discourses & conventions
E.g. Reposition bathing as a ‘quality shared family time’
SKILLS Innovate the
schedules, frameworks & competences
E.g. Twice weekly communal work-based bathing to enhance
employee well-being & team bonding
Ways to resuscitate the practice of twice weekly bathing?
Change comes from changing practices (not from changing people or ‘behaviours’).
Our role is either that of convenor or that of stakeholder - to help create new practices and unmake others.
THINK changing minds
DO changing actions
INDIVIDUAL individual change
SOCIAL social change
Decision Making
Big Complex Issues
Information Provision
Embedded Habits & Routines
Thank you. simon@actant.co
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