RE-FRAMING ENVIRONMENTAL BEHAVIOUR CHANGE:

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1 RE-FRAMING ENVIRONMENTAL BEHAVIOUR CHANGE: Insight from the Consensus research project Dr Ruth Doyle, Environment Ireland 2013, 12 September, Croke Park

2 PRESENTATION OUTLINE 1. Myths of behaviour change 2. Systemic challenges 3. Consensus research 4. Everyday consumption practices 5. Lessons & next steps

3 MYTHS OF BEHAVIOUR CHANGE 1. Small changes will achieve a lot Environmental action in one area can justify indulgence in other areas ( licensing effect ) Rebound effects need to move beyond efficiency fixes & small tweaks

4 MYTHS OF BEHAVIOUR CHANGE 2. People act in a rational way Role of impulse, habit & contextual constraints 3. Information è attitudes è behaviour change Attitudes are weak predictors of environmental action Complexity of social, regulatory, technical inputs shape our daily behaviour

5 SYSTEMIC PROBLEM Iron cage of consumerism (Jackson, 2009) Political & economic system perpetuates consumption-oriented growth Locked-in to consumption patterns Perfect storm coalescing demand for food, water and energy by 2020 (Prof John Beddington, 2009) Need to integrate socio-cultural, technological & regulatory changes

6 CONSENSUS CONSENSUS: Consumption, Environment, Sustainability TCD & NUIG, funded by EPA STRIVE programme % of the environmental impact of consumption by the public = direct consumption in 3 areas: mobility, eating & housing (water, energy & waste) (EEA, 2012). Social practices: Water Washing Energy Heating Food Shopping Cooking Wasting Sustainable behaviour change = Challenge of innovation in daily practices

7 EVOLUTION OF WASHING

8 SOCIAL PRACTICES Material context Regulatory context Social context

9 COLLABORATIVE BACKCASTING Backcasting = an innovation, governance and social learning process. Conducted separately for food, energy & water research 80+ stakeholders involved & 90 members of public

10 FUTURE VISIONS Visioning process Question: How might we deliver the results of washing / heating practices more sustainably in the year 2050? Answer: Promote solutions that help make our practices 1) ADAPTIVE 2) EFFICIENT 3) PRO-SOCIAL

11 1) ADAPTIVE PRACTICES Challenging standardised / non-reflective practices For example daily showering, expectations of 21 c indoor temperature, or non-seasonal vegetables. Adapt in accordance with personal needs: For example, diagnosing washing needs, or wearable thermostats to measure personal & ambient temperature link this to heating. Adapt in accordance with ecological conditions: Developing understanding of local resource availability assisted with advanced ICT systems. Tailoring practices in response.

12 2) EFFICIENT PRACTICES Resource charges & metering Direct feedback at point of use Targets & benchmarking Technological efficiency improvements Empowering people to adjust their behaviour with efficient technologies rather than 100% automation.

13 3) PRO-SOCIAL PRACTICES Social pressure Linking social status to responsible consumption Making (un)sustainable consumption visible to public Group behaviour change E.g. Green Schools & Japanese CoolBiz campaign Collaborative consumption Collective provisioning Sharing economy (e.g. Zip Car & Freetrade.ie)

14 Sustainable Personal Washing practices TRANSITION FRAMEWORK

15 RE-FRAMING THE AGENDA FROM TARGETING INDIVIDUAL BEHAVIOUR è EVERYDAY PRACTICES RE-FRAME THE CHALLENGE OF BEHAVIOUR CHANGE AS A CHALLENGE OF INNOVATION IN EVERYDAY PRACTICES COLLABORATIVE BACKCASTING TO DEVELOP INNOVATIONS FOCUSING ON SOCIAL, MATERIAL & REGULATORY DIMENSIONS OF EVERYDAY PRACTICES CAN HELP ALIGN VISIONS & STRATEGY OF PUBLIC, PRIVATE AND CIVIL SOCIETY NEXT STEPS LIVING LABS

16 THANK YOU Contact: The world will not evolve past its current state of crisis by using the same thinking that created the situation Albert Einstein

17 EXAMPLE OF INTERVENTIONS WASHING

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