Global Action Plan is an environmental behaviour change organisation. We are interested in how people make their everyday decisions, and how we can assist people in making changes to their habits.
Over the years, we have learned a thing or two about behavioural science, and we have developed our own approach to behaviour change.
In this article, we aim to shed light on the factors influencing human behaviour and, more importantly, explore strategic approaches that environmental organisations can employ to shape people’s choices, to reduce our collective impact on our planet.
The ‘symphony’ of human behaviour
Human behaviour is a complex combination of genetic predispositions, experiences and external stimuli. Researchers in behavioural science have been busy dissecting this interplay, to try and understand the drivers behind our daily choices, especially those with consequences for the environment.
Organisations such as GAP, interested in human behaviour, are interested in how people act, how they think, and why they make certain choices. Our insights into people’s motivation, decision-making, and emotions allows us to advocate for better-designed systems, policies, and products that align with the way we naturally operate.
Behaviour change is the secret weapon in the arsenal of environmental activists: Small changes in individual behaviour create a ripple effect that can lead to a massive positive impact on the environment. For us, behaviour change isn’t the goal; it’s the catalyst for a brighter, greener future for all.
Habits, habits, habits
Habits are the building blocks of our lives, and they determine our overall well-being. Much of our daily life is not the result of conscious decisions, but of habit. To reduce the amount of energy we have to spend on our decision-making, we let seemingly automatic actions govern much of our daily lives.
Anyone interested in behaviour change must therefore try and understand the role of habits. In the realm of behavioural science, habits are scrutinised as intricate loops embedded in our neurological framework. Unravelling this complexity allows for a more profound comprehension of habitual behaviours and potential avenues for intervention. By strategically adjusting defaults and subtly guiding choices, the aim is to cultivate environmentally conscious habits as a natural extension of routine.
At GAP, we work to provide people with opportunities to understand and recognise their own habits, experiment with alternatives and build up new, more sustainable lifestyle routines.
The Social Dynamics of Decision-Making
Human beings are inherently social creatures, influenced by the behaviours of those around them. Our individual choices are profoundly shaped by our social interactions and by group dynamics: The influences of peers, family, and societal norms create an invisible web that significantly moulds our actions.
Recognising this, environmental organisations can leverage positive social norms to bring about or encourage change. By spotlighting and endorsing sustainable actions within communities, a ripple effect can begin, fostering a culture of environmental responsibility.
Motivation as a Catalyst
Motivation is a pivotal force in steering behaviour. Beyond traditional incentive structures, aligning environmental initiatives with intrinsic values and deep-seated desires enhances their appeal. Environmental organisations can craft messages that resonate with individuals on a personal level, making sustainable choices an integral aspect of their motivations.
The Evolution of Change
The journey of change is a dynamic process, as articulated by the stages of change model. This framework states that individuals experience distinct phases as they move from contemplating change to integrating it into their daily lives. Acknowledging the cyclical nature of change provides a roadmap for more effective interventions and personal development.
Gamification for Engaging Sustainability
The concept of gamification introduces an innovative approach to make sustainable choices more engaging and entertaining. By incorporating game-like elements, such as rewards and challenges, environmental organisations can transform environmentally responsible actions into interactive and rewarding experiences.
This insight is one of the driving forces behind our climate competitions, such as the Climate Heroes challenge and the Climate Competition for Business.
Strategic Timing and Decision Points
Timing plays a crucial role in behavioural interventions. Identifying key decision points or life events, such as people moving house, getting married, or changing jobs, presents strategic opportunities to introduce and establish eco-friendly habits. Capitalising on these moments can amplify the effectiveness of environmental initiatives.
What this means for environmental organisations
Building on these insights from behavioural science, environmental organisations and activists can try to influence how people act, to help them develop more sustainable ways of living.
Understanding the intricacies of human behaviour allows us to tailor our strategies, and tap into the motivations, biases, and social dynamics that influence people’s decision-making.
Behavioural change science provides a roadmap for creating lasting habits and fostering a collective sense of responsibility towards the environment. By aligning our programmes with the insights from behavioural change science, we hope to inspire individuals to adopt more sustainable practices.
For instance, as environmentalists, we can try:
1. Provide incentives
In our programmes, we encourage people to use their voice, to change the system. We ourselves apply “nudges” that subtly steer individuals toward environmentally conscious choices, but we also encourage people to advocate for changes in the policies and structures that impact on people’s options. For instance, making sustainable options and products the default choice, or framing information in a way that highlights the eco-friendly benefits, can gently nudge people in the right direction.
Human behaviour is often driven by immediate rewards. When promoting environmentally friendly actions, highlighting short-term benefits, such as cost savings, health improvements, or enhanced well-being, can be more persuasive than focusing solely on long-term, abstract outcomes.
Similarly, for environmentally sound options, such as public transport, to be widely used, they need to be seen as being available, affordable and accessible. Small incentives, such as a reduction in fares or an increase in car taxes, can make it easier for people to choose the eco option.
2. Social Endorsement
As research has shown, the power of social networks cannot be overstated. Harnessing the influence of peers, influencers, and community leaders can amplify the impact of environmental initiatives. Peer endorsements, testimonials, and collaborative efforts create a sense of shared responsibility, fostering a culture of environmental consciousness within communities.
Understanding the power of social influence, interventions should highlight prevailing positive environmental behaviours within communities. By emphasising social norms that support sustainable actions, individuals are more likely to align their behaviour with the perceived expectations of their social circles, fostering a collective commitment to environmental stewardship.
3. Values-Based Messaging
In our communications, we try to use messages that align with people’s values and motivations. Given the significant role habits play in shaping behaviour, our programmes and activities aim to establish and reinforce sustainable habits.
Humans are motivated by a sense of progress. In our work, we try to offer real-time feedback on people’s environmental impact, such as energy savings or carbon footprint reduction, so that we reinforce positive behaviour. We also aim to highlight the personal benefits of environmentally conscious actions, such as improved well-being or a sense of community, as we know that this resonates more deeply than purely external incentives.
4. Gamified Initiatives
In our work, we introduce gamified elements to make sustainable choices interactive, rewarding, and enjoyable. We Apply gaming elements to environmental initiatives to try and transform sustainable actions into engaging and rewarding experiences. Gamification strategies, such as earning points for eco-friendly choices or participating in challenges, infuse an element of fun and competition, motivating individuals to actively contribute to positive environmental outcomes.
5. Public Commitments and Pledges
People tend to uphold commitments made publicly. Encouraging individuals to publicly commit to environmentally friendly actions, whether through social media pledges or community initiatives, taps into the psychological desire for consistency. Public commitments create a sense of accountability, reinforcing the likelihood of sustained environmentally conscious behaviour
6. Providing Clear Action Steps
Ambiguity can be a barrier to behaviour change. Offering clear, straightforward action steps makes it easier for individuals to incorporate sustainable practices into their daily lives. Whether through simple guidelines, hands-on experiences such as our GLAS community gardens, or user-friendly apps such as the one powering our Climate Heroes competition, or providing a clear roadmap empowers people to navigate the path toward more environmentally conscious choices.
7. Empowering through Education
Knowledge is a potent catalyst for change. Behavioural science underscores the importance of education in influencing behaviour. Providing accessible and relevant information about the environmental impact of individual choices equips people with the awareness and understanding needed to make informed, sustainable decisions.
This is why GAP provides workshops for schools, community groups and businesses all over Ireland.
8. Integrating Environmental Values into Identity
Human behaviour is deeply connected to identity. Encouraging individuals to see environmentally friendly actions as an integral part of their identity fosters a sense of personal responsibility. When people view themselves as change agents and environmentally conscious individuals, they are more likely to align their behaviour with this self-perception.
Behavioural science highlights the importance of recognising and addressing psychological barriers, not just practical barriers, to behaviour change. This includes overcoming feelings of helplessness, fostering a sense of efficacy, and addressing perceived obstacles. Interventions that provide support, guidance and resources to navigate these psychological hurdles can enhance their effectiveness.