ECONOMIC AND SOCIAL RESEARCH COUNCIL IMPACT REPORT

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1 ECONOMIC AND SOCIAL RESEARCH COUNCIL IMPACT REPORT For awards ending on or after 1 November 2009 This Impact Report should be completed and submitted using the grant reference as the subject to on or before the due date. Completion of this Impact Report is mandatory. It will not be possible to edit this Impact Report at a later date, as it is designed to provide a statement of the impacts of your project to date 12 months after your grant ends. Please note that the Impact Report will only be accepted if all sections have been completed in full. If a section does not apply to you, please enter n/a. Grant holders will not be eligible for further ESRC funding until the Report is accepted. (Please see Section 5 of the ESRC Research Funding Guide for details.) Please refer to the Guidance notes when completing this Impact Report. In particular, the notes explain what the ESRC means by impact. Grant Reference RES Grant Title Promoting Sustainable Travel: a social marketing approach Grant Start Date 1 st January 2008 Total Amount 197, Grant End Date 31 st July 2010 Expended: Grant holding Institution University of Exeter Grant Holder Dr. Stewart Barr Grant Holder s Contact Details Address Geography, College of Life and Environmental Sciences University of Exeter Amory Building Rennes Drive Exeter, EX4 4RJ Co-Investigators (as per project application): Institution Telephone

2 1. SCIENTIFIC IMPACT A Please summarise below the scientific impact(s) your project has had. [Max 250 words] The project has advanced understanding of travel behaviour and its implications for sustainability and climate change through: (a) advancing theoretical notions of travel behaviour by exploring how these can be understood in the context of research on wider social and environmental practices; (b) critically examining the theoretical and methodological implications of using segmentation and mobility styles as a mechanism for understanding sustainable travel behaviour; (c) exploring the ways in which these new understandings have implications for the study and role of social marketing as a means of promoting sustainable travel within the context of environmental dilemmas. The project has had significant scientific impacts, including: Engagement with a range of international academic networks through conference presentations, including invited presentations to two ESRC-funded seminar series and the co-organisation of a session at the AAG Conference in The social marketing and sustainability components of the research have contributed to the award of a 1.5 million ESRC-funded Capacity Building Cluster in Sport Leisure and Tourism awarded to the University of Exeter. The PI is Deputy Director of this Cluster. This has resulted in four CASE studentships being awarded to the PI, some of which are advancing the social marketing and behaviour change strands within the research. The PI has recently been awarded an ESRC Follow-on Fund grant on social marketing and travel (see section 2A). The PI s work on climate change and travel has been central to the establishment of an Energy Geographies Working Group within the RGS-IBG. B Please outline the findings and outputs from your project which have had the scientific impact(s) outlined in 1A. [Max 250 words] The project has a number of significant findings. Some written outputs are still in press or in preparation and these are detailed in section 3B. These will also support the following findings: Understanding travel behaviour as sited practice: Outputs in the Journal of Transport Geography (2010), WCTR Conference Proceedings (2010) and presentations at the RGS-IBG Conference (sessions in 2008, 2009 and 2010), AAG Conference (sessions in 2009 and 2010) and an invited ESRC seminar talk and discussion paper at the University of Manchester (2009) have explored how travel behaviour within daily contexts is related to everyday consumption practices, highlighting the ways in which sustainable travel in daily settings is different to that in touristic sites of practice. 2

3 The challenge of climate change for sustainable travel: An output in the Journal of Transport Geography (2010) and conference presentations at the AAG Conference in 2011, the International Sustainable Development Research Conference (2010) and an invited talk at an ESRC seminar at the University of Liverpool (2008) have explored the ways in which climate change is constructed as the main policy driver for behavioural change in travel contexts and yet for consumers, poses a major barrier for effecting behavioural change. Social marketing for sustainable travel: A presentation at the UK Social Marketing Conference (2009) and a meeting in November for academics and practitioners have examined the implications for social marketing strategies and argued that marketing reduced travel is a major challenge given mobility s links to established social practices. C Please outline how these impacts were achieved. [Max 250 words] The project has used a number of dissemination methods to ensure maximum scientific impact: Conference presentations to a wide range of disciplinary audiences, notably the Association of American Geographers (including co-convening a session on Sustainable Consumption ), Royal Geographical Society, International Sustainable Development Research Conference, World Conference on Transport Research and the Annual UK Social Marketing Conference. Invitations to give talks at key conferences and seminars, notably in two ESRC Seminar Series ( Local economic development in an era of climate change and peak oil and Cultural Economies of Energy Consumption ) and in key centres (University of Manchester s Sociology Department, UWE s Centre for Transport and Society, and Plymouth s School of Geography where the Centre for Sustainable Transport is based). Ongoing publication of outputs in a range of formats and focused on addressing a range of disciplines (notably Geography, Sociology, Tourism and Psychology) through publication in journals with a cross-disciplinary readership. Organising a post-project workshop in London for academics and practitioners on Behaviour Change, Sustainability and Social Marketing at which the ideas from the research were disseminated and for which a community of practice has been formed. This has resulted in the award of an ESRC Follow-on grant (see section 2A). Establishment of an Energy Geographies Working Group within the RGS-IBG, which is using the ideas generated in the research on the role of climate change in framing debates on personal mobility and behavioural change. A project website: 3

4 D Please outline who the findings and outputs outlined above had an impact upon. This can include specific academics/researchers through to broader academic groups. [Max 250 words] The scientific impact of the research has been spread across a range of disciplines and the full impact of the research on these disciplines is only likely to be felt when the role of future outputs is considered (see section 3B). In terms of outputs to date, researchers within the following fields have been impacted by the research: Tourism and Transport Geographies: through the presentation of the research at two themed sessions of the RGS-IBG Conference (2008 and 2010) and a themed session at the 2011 AAG Conference on tourism, travel and climate change, and through publication of an article in the Journal of Transport Geography (2010). Environmental Geography: through various presentations at the RGS-IBG Annual Conference, AAG Conferences, International Sustainable Development Research Conference, invited talks at two ESRC-funded seminar series and invited departmental seminars (Universities of Plymouth and Nottingham). Transport Studies: through the presentation and published conference proceedings of the World Conference on Transport Research, various presentations at the RGS-IBG Annual Conference, a seminar at UWE s Centre for Transport and Society and a journal article (Journal of Transport Geography 2010). Social Marketing: through presentation (2009) at the UK Annual Social Marketing Conference, a workshop organised in London for social marketing academics and practitioners and the presentation and proceedings of the World Conference on Transport Research. Environmental Sociology and Psychology: through presentations at the University of Manchester s Sustainable Consumption Conference, the 2009 AAG session on Sustainable Consumption and the 2009 RGS-IBG Conference session on Consumer-Citizens. 2. ECONOMIC AND SOCIETAL IMPACT A Please summarise below the economic and societal impact(s) your project has had. [Max 250 words] The main economic and societal impact of the research so far has been the formation of a community of practice for understanding and promoting advanced social marketing techniques for behaviour change within the travel and tourism sectors. Focused on framing these techniques within current debates on climate change, this community of practice was formed at a post-project workshop held at the Advanced Institute of Management in November 2010 in London. The community has a limited number of academic members but largely comprises social marketing professionals and practitioners from both the South West region and other parts of the UK. The following impacts are ongoing: 4

5 A 12 month ESRC Follow-on Fund project has recently been awarded ( Social Marketing for Sustainability: developing a community of practice for co-creating behavioural change campaigns, ES/J001007/1, subject to contract) to examine the potential for using new social media and technology for co-creating behaviour change campaigns through open innovation with consumers. This project has four social marketing businesses as partners and will result in a platform of new products to promote behavioural change for sustainable travel and tourism. As part of the University of Exeter s Capacity Building Cluster in Sport, Leisure and Tourism, three Business Vouchers are enabling the PI to work with social marketing businesses to develop capacity for adapting their business models to incorporate issues related to climate change, travel and tourism. B Please outline the findings and outputs from your project which have had the economic and societal impact(s) outlined in 2A. [Max 250 words] The research has two main findings with direct relevance to the policy community and wider society. First, the research has demonstrated the challenges facing those who seek to promote sustainable travel through notions of segmentation and social marketing by illustrating the ways in which different sites of consumption can lead to different practices being adopted by particular lifestyle groups. Second, the research has demonstrated how climate change, as a key framing device in policy discourses on sustainable travel, is often a barrier for individuals in the adoption of environmentally responsible travel modes. These findings have been communicated through a number of outputs: Presentations to stakeholder meetings. Three presentations were made to the group of stakeholders who guided the research (see section 2C) and explored both the conceptual and practical implications of the research and its findings. Working papers. Through distribution to both stakeholder members and accessibility via the project website, these working papers have provided the basis for disseminating the ideas behind the research. Summary of results. Stakeholders have also received a final summary of the results of the research. Press articles. These have highlighted the role of the research and provided a means of communication to the wider community in the South West region and also internationally (Mother Jones Magazine article). Presentations to local community groups (see section 2C). 5

6 C Please outline how these impacts were achieved. [Max 250 words] The impacts identified in section 2A are the result of a range of dissemination activities focused on the non-academic community: Holding a one-day workshop for social marking professionals and practitioners interested in re-orientating their businesses towards behaviour change in the context of climate change, tourism and travel. This workshop was held in November 2010 in London and has led to a distinct community of practice emerging on social marketing for sustainable tourism and travel (see section 2A). The PI is also co-organising an event for tourism businesses in Cornwall in September 2011 around the theme of Behaviour Change and Innovation for Sustainable Tourism in an Age of Climate Change. Three stakeholder panel meetings were held during the course of the research with 18 representatives of various organisations (including the Regional Assembly for the South West, Government Office for the South West, local authorities, social marketing organisations, the local bus company, climate action groups and transport campaign organisations), where members took a valuable role in developing the research questions and study instruments.. Presentations to local non-academic groups (including the Annual meeting of the Exeter Campaign for Better Transport and the Exeter United Nations Association). Attendance and presentation at the UK Annual Social Marketing Conference (2009), which comprises a mix of academic and professional delegates from the social marketing industry. Publication of a non-academic research results summary. Media engagement (see outputs described in section 2C). D Please outline who the findings and outputs outlined above had an impact upon. This can be at a broad societal level through to specific individuals or groups. [Max 250 words] The research has had an impact on a number of distinct user communities and individuals, notably: Social marketing professionals and practitioners. The research has generated interest and a willingness to adapt businesses models within social marketing businesses towards focusing on the challenge of promoting behavioural change for climate change within the context of travel and tourism. This influence has been felt within large consultancy firms (such as Hyder Consulting) and microbusinesses (such as Uscreates), both of whom are involved with the Follow-on Fund project. Stakeholders and local policy makers. The research was guided and shaped partly by the influence of the stakeholder panel members and they have been provided with copies of the results of the research. There has been ongoing dialogue with some members of the panel since the end of the research project through one-to-one contacts and meetings and this has led to further 6

7 collaborative research through CASE awards as part of the ESRC-funded Capacity Building Cluster in Sport, Leisure and Tourism. Wider societal awareness of climate change and travel. The research and associated projects held by the PI has raised the profile of debates in the media concerning the role of personal travel, particularly for leisure and tourism, in the context of climate change. This has been achieved through both media presence and talks to local community groups concerning the project and its implications. 3. UNEXPECTED AND POTENTIAL FUTURE IMPACTS A Unexpected Impacts Please note which, if any, of the impacts that your research has had were unexpected at the outset of the research, explaining where possible why you think this was the case. [Max 250 words] The formation of a community of practice to understand and promote social marketing within the context of climate change, travel and tourism and its associated activities was an unexpected impact at the outset of the research. At the outset of the research, it had been envisaged that the likely impacts would be functional and pragmatic in nature, relating to adjustments in (local) policy that could be made to promote sustainable travel choices within daily travel contexts. However, the results of the research clearly indicated that the dual challenges of using social marketing to promote changes in behaviour across different sites of consumption (e.g. from daily to tourism contexts) and applying such techniques in the light of climate change necessitated a more sophisticated approach. Accordingly, the community of practice and its associated activities have emerged partly through the empirical results from the research and partly from discussions with social marketing businesses at the stakeholder meetings and at non-academic conferences. These discussions clearly established that there was a gap in the knowledge of social marketing businesses relating to the promotion of pro-environmental behaviours within the tourism and travel sectors. Accordingly, the PI felt that there were benefits to advance both the scientific and societal / economic impacts of the research by orientating engagement with nonacademic stakeholders through focusing on how social marketing can address the challenges of behavioural change for climate change with the travel and tourism sectors. 7

8 B Potential Future Impacts If you have a clear idea of the impact your research is likely to have in the future please detail these below. [Max 250 words] The research is likely to have a number of significant impacts in the near future: Scientific impacts. First, the PI and RA have a series of outputs in press, including a journal article (Journal of Transport Geography) and two book chapters (for Urban Consumption and Research Methods for Sustainability in the Social Sciences), as well as two articles in review for Applied Geography and Local Environment (nominated outputs), a book proposal in review with Ashgate (Sustainable Mobility in and Age of Climate Change and Peak Oil). Further outputs are in preparation for Environment and Planning A, Applied Geography and Lifestyle Mobilities (chapter commissioned for an edited book). Second, CASE projects on social marketing that form part of the ESRC-funded Capacity Building Cluster in Sport, Leisure and Tourism are likely generate a range of impacts linked to the project. Third, the Energy Geographies Working Group will be organising networking, capacitybuilding and output-focused activities during 2011 and Societal and economic impacts. An article for Town and Country Planning Magazine is in press and provides an overview of the research for the planning community. The community of practice for social marketing established in 2010 will continue its work through the new ESRC Follow-on Fund grant that will be working with social marketing businesses to test sustainable travel campaigns based on co-creation and open innovation. It is envisaged that a similar regionally-based community will emerge for tourism and travel companies through a workshop being held in Cornwall in September IMPACT LIMITATIONS A Limited scientific impact Please state below any major scientific difficulties that have limited the scientific impact of your research. The statement should refer to an effect on impact rather than simply detail research difficulties. [Max 250 words] N/A. 8

9 B Limited economic and societal impact ESRC recognises that some of the research it funds will not have an economic or societal impact in the short term. Please explain briefly below if this is the case for your project, and refer to your grant application where relevant. [Max 250 words] N/A. C No impact to date This project has had no impact to date Please note that ESRC projects are evaluated on the basis of their scientific and/or economic and societal impact. Grant holders are expected to report any future impacts as they occur using the Impact Record, downloadable from the ESRC website. If you have no impacts at this stage, please give reasons below. [Max 250 words] N/A. 9

10 5. DECLARATIONS Please read the statements below. Submitting this Impact Report to confirms your agreement. i) This Impact Report is an accurate statement of the impacts of the research project to date. All co-investigators named in the proposal to ESRC or appointed subsequently have seen and approved the Report. ii) Details of any subsequent impacts will be submitted via an Impact Record as they occur. Thank you for completing this Impact Report. Your Impact Report will be considered along with your End of Award Report in the evaluation of your research. You are now invited to complete the confidential Nominations form, which will assist with the evaluation of your project. 10

11 NOMINATED OUTPUTS Please nominate a maximum of two outputs from your research which you would like to be considered as part of the evaluation. Output type (eg journal article, book, newspaper article, conference proceedings) Journal article Journal article No Publication details (eg author name, date,, title, publisher details) Barr, S. and Prillwitz, J. (in review) Green Travellers? Exploring the spatial context of sustainable mobility styles. Applied Geography. Barr, S. and Prillwitz, J. (in review) Lead has become Carbon Dioxide. Framing sustainable travel in the age of climate change. Local Environment Uploaded toesrc website? (Yes/No) Yes Yes Please your completed Impact Report with electronic copies of your nominated outputs to using your grant reference number as the subject. 11

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