Environmental Behavior: When Seeing Isn’t Believing

Today, I took a closer look at the Grist article on the behavior change research I did earlier this year. Here’s a quote:

If you want to know how to change behavior, don’t read a bunch of polls about the messages that make people say positive things to pollsters; read a report like this one from ACEEE, which looks at which behavioral programs around energy efficiency have worked, i.e., demonstrated tangible, consistent results.

I would reframe that point and expand it to say that awareness, motivation and action are three different things.

Here’s one practical example. An avid snowboarder who studied science in college may be deeply opposed to global warming. This person might even answer market research surveys in a way that shows commitment to a healthy, sustainable lifestyle. But the snowboarder might still buy a ticket to Alaska for an outdoor vacation without thinking about the global warming effect of the plane flight.

Meanwhile, the snowboarder’s next-door neighbor may have never taken a college-level science class. This neighbor might take a local fishing vacation with a much lower environmental impact than the environmentalist’s trip to Alaska.

Scientists and environmentalists often believe providing information leads to action. The reality is much more complicated than that. People tend to take actions that are convenient, socially respected and expected, entertaining and economical. People also view time and mental energy as expenditures, too; efficiency isn’t just a matter of saving money. Community respect and support motivate many environmental choices.

There are many potential motives for environmental learning. Curiosity about science motivates some people to seek out environmental news. Self-sufficiency also appeals to many people. Many people take an interest in health and community well-being. But motivation and learning are distinct from action.

I haven’t seen enough evidence to say that I support Grist’s conclusion about action leading to changes in beliefs. It does certainly lead to changes in habits. It would be interesting to look into this question further.

The snowboarder I mentioned isn’t lacking information. There’s plenty of carbon footprint information available online. But the appeal of outdoor sports, the sense of adventure, and the desire to see new places are high priorities for some people.

Instead of judging the snowboarder’s sense of adventure, we should talk about ways those adventures can happen closer to home. Although going without the things one enjoys may seem like a reasonable response to environmental concerns, environmentalism – like dieting or exercise – can be taken to an extreme where people lose their sense of enjoyment and feel isolated or discouraged in their efforts. Environmental issues are long-term; our responses should be long-term, too.

P.S. As always, my blog reflects my personal perspectives, not those of any organization where I’ve worked.

Environmental behavior change doesn't have to be this difficult.

Why Doing Environmental Outreach Is like Selling Pomegranate Juice

Environmentalists often question the ethics of marketing and advertising. Given that advertising usually increases consumption – and that environmentalists often try to shift our course of action on that front – it’s understandable that environmentalists often steer clear of marketing classes.

The course I’ve taken that made the strongest impression on me was a class in promotional materials design. A few years later, I attended a workshop on Community-Based Social Marketing which had an even greater impact.

Why? Well, from taking science classes, I already knew how to justify things rationally. I knew how to analyze long-term trends and tell people they should give up short-term benefits for “the seventh generation.” In other words, I knew how to do what environmentalist science majors already do well.

But, like many other people, I did not know how to communicate, advertise and promote environmental change in a way that would get results. It took marketing and environmental psychology to teach me that.

It might seem paradoxical that environmentalists should hire marketing professionals. After all, what we’re doing is the right thing, isn’t it? But that type of conviction doesn’t necessarily translate into a successful social movement. To reach people, one has to talk with them. One has to ask them about their experiences, rather than just saying they should hang their laundry to dry even if their communities prohibit using clotheslines.

There are many health, environmental and economic benefits to bicycle commuting. Why don’t people bike more often? When I applied environmental psychology to my own life, I realized I wasn’t doing this because my bike (a heavy hybrid) was in the basement. I moved the bike to the front fence and solved the problem.

This is an example of how marketing and psychology can help environmentalism rather than holding it back. We should pay attention to the human side of environmental issues, listen to our audiences, and think creatively about ways to make it easier and more fun to take eco-friendly actions. As diet failure statistics show, telling people to “do the right thing” doesn’t necessarily deliver results.

Let’s make sure environmental choices get advertised as well as pomegranate juice has been over the past couple years. Pomegranate juice is sour, but people drink it all the time now. Compared to that, many eco-friendly actions are relatively sweet alternatives.

Pomegranates may be sour, but they're still popular with health-conscious shoppers.