Changing Waste Behaviour: How to Shift Social Norms

Care.org perfectly outlines how to shift social norms. Changing waste behaviour is exactly that; changing the norms that society operates in. The best way to influence individuals and social norms is my by using multiple tactics.

You can read the original article here. Based on change.org's article, shifting social norms in terms of changing waste behaviour is outlined below.

1. Find early adopters; often, people are already living their lives in positive ways that support progressive change, such as waste reduction. Find them. 
2. Build support groups of early adopters. Use your MCR colleagues for support and encouragement. there's power in numbers. 
3. Use future-orientated positive messages: Help people imagine positive alternatives. Change is possible. 
4. 4. Open space for dialogue: get people talking to each other about new ideas. Challenge the implicit assumptions that everyone holds the same views, experiences and preferences.
5. Facilitate public debate: engage publicly with community members to debate in what is considered OK in the context.
6. Expect by-stander action: Move from envisioning possibilities of justice to action. this involves building community and accountability, so that people are willing to do more to reduce their waste, starting with one small ask or action.
7. Show examples of positive behaviour in public: Demonstrate that the positive shift we hope for already exists and that it's totally normal.
8. Map allies and ask for their support: Identify the resources and networks we need to support positive change for individuals, families and communities.

Source: Social Norms Change

 

What Behaviours to Choose?

Another installment about Effective MCR Conversations

"Advice is what we ask for when we already know the answer but wish we didn't."

~ Erica Jong

We all have an idea in the back of our mind about what behaviours we want our friends, family, and neighbours to adopt. But first, it's important to find the most realistic option for them!

What would be most successful?

With this in mind, ask ourselves: How do we select behaviours that we target for a friend or neighbour to do?

Step One: Listen

Yes, it sounds too simple, but listening to our audience is sooo important! Consider them for who they are and what is realistic for them.

Step Two: Come up with one small ask

No... NOT two asks. Look for an ask that is:

1. Non-Divisible: It cannot be divided into multiple actions.
2. End-State: Will this action lead directly to the outcome, or will they have to do something else?
   
   For example, one small ask could be "program a programmable thermostat." (Not purchasing it and not installing it, but programming it.)
   Once they program the thermostat, we know that leads directly to less energy used

Step Three: Make sure your ask has...

1. High Impact: Something that will make the most difference.
2. High Probability: Something they are likely to do.
3. Low Penetration: Something that they are not already doing.

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Example: Use less single-use plastic bags

1. Well... just listen.
2. One small ask: Bring a reusable grocery bag into the store. (non-divisible and end-state)
3. Make sure your ask has:
• High Impact: Most single-use plastic bags are grocery bags. So yes, this works on grocery bags.
• High Probability: IF they bring reusable bags into the store, there is a high chance that they will use them. So, yes.
• Low Penetration: No, not many people are already doing it.

Alex V. is a recent graduate from The King’s University where she graduated with a BSc. in Environmental Studies and Biology, and a Certificate of Education and the Environment. She is enthusiastic about anything related to waste reduction and living sustainably and loves sharing her tips and tricks with the community around her.

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What are the Competing Behaviours?

Another installment about Effective MCR Conversations

"Our deeds determine us, as much as we determine our deeds." - George Eliot

I like to help friends and neighbours adopt new behaviours that reduce waste. Hopefully I ask them for actions that fit their lifestyle. After all, everyone is working through the list of chores and tasks and projects and programs of the day.

Before I "ask" them to do a specific action, I pause. I consider other actions that might "compete" with what I want them to do.

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Step One: List the Competing Behaviours

What actions could they do instead?

Example One: Bring his reusable bags into the grocery store.

Some competing behaviours

• He plans to carry his groceries out in his hands.
• He plans to carry his groceries out in a box.
• He just forgot to put his reusable bags in his car.
• He just forgot his reusable bags in his car.
• He plans to buy a reusable bag at the cashier.

Note: We assume IF he brings reusable bags into the store THEN he will use them.

Example Two: Go bagless when she mows her lawn.

Some competing behaviours

• She bags her grass, puts it in a plastic bag, and sets it out for garbage.
• She just forgot to take the bag off her lawnmower.
• She bags her grass and puts it in her compost pile.
• She bags her grass and brings it to the Eco Station.
• She is in the Edmonton Cart Rollout, so she bags her grass, puts it in a big paper bag, and sets it out for collection.
• She doesn't mow her lawn.
• She re-landscapes everything and gets rid of her lawn.

Step Two: Respect

Pause and respect why each of these actions is a realistic option.

It might be convenient. It might be attractive. It might be easy. It might be desirable. And sometimes, it might be good for the environment. Someone might consider each action. Those reasons are legitimate and meaningful for them.

These two steps help me favour my target behaviour for each person. That's how I have some success in changing waste behaviours.

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Rodney became a Master Composter Recycler in 2008. He enjoys working with passionate volunteers, funny co-workers, and his adorable children. He loves long walks on the beach, fluffing his compost pile, and skiing any time of the year.

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Give Prompts & Feedback

Another installment about Effective MCR Conversations

MCRs use savvy ways to influence friends, family, neighbours, and co-workers. Keep those interactions positive, polite, and respectful.

Two ways that MCRs help change everyday behaviours are by giving prompts and feedback.

Prompts
Prompts are any kind of reminder, sign, or tip for someone *before* they do an action. These prompts may be "explicit" or obvious (for example, the sign on a recycling bin says "Recycling"). They can also be "implicit" or hidden (for example, the bin is blue, a colour often associated with recycling).

The most effective prompts are:

• Timely: Given exactly when the audience needs it;
• Specific: Addresses one specific need;
• Direct: Clearly shows what to do (or what not to do).

Feedback
Feedback is any kind of information users get *after* their actions. Again, feedback can be "explicit" or "implicit." Feedback can be as simple as noticing a behaviour and commenting on it..

Much like prompts, the best feedback is timely, specific, and direct.

Give Positive Feedback
"Thank you" is easy, positive, and always welcome. It encourages and affirms positive actions. Be specific. Make sure the person knows exactly which actions you noticed.

Giving Negative Feedback: Use Caution

This is more challenging. How can you effectively and politely discourage a behavior? Start by reading your audience. Ask questions. Be constructive and understanding. Use positive language, try to understand their barriers, and focus on solutions. Guide the person to alternative action.

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Tell One Friend: Time to Talk Future of Waste

Waste Services is proposing big changes to the way Edmontonians sort and manage their waste at home and work. You can help shape your future waste management system!

Everyone has a role to play in managing Edmonton’s waste, to ensure a cleaner, sustainable future for our city. This fall, the City will be seeking input from Edmontonians about these proposed changes.

We need your help -- tell your friends, family, colleagues and community members about upcoming public engagement opportunities, and encourage them to participate. Share your voice, shape your city.

From October 1 - November 15, 2018, residents can attend an upcoming drop-in session and complete our online survey.

Sign up for our monthly Future of Waste e-news, for updates and upcoming public engagement opportunities.

One Small Ask

“Will you go to the web page and look at the survey? You can decide if you have the time to complete it”

Give Feedback

“Hey, I saw you at one of our Future of Waste drop-in sessions. That’s great you’re being active in the community and sharing your voice.”

Create Social Norms

“There are a lot of people in our community sharing their thoughts about the proposed waste collection changes. Have you shared yours through the survey or at a drop-in session?”


Visit edmonton.ca/futureofwaste or call 311.

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Tell One Friend: "No Drinking Straw, Thank You"

Try this polite request to start meaningful conversations about waste..

Drinking straws are helpful tools in our daily lives. We see them everywhere and everyday. And some people really need them, especially people with disabilities. Then again, most of us don't need a drinking straw every time we dine out.

Politely decline a drinking straw and start a conversation.

Drinking straws are also a good way to start a conversation about garbage. They are a familiar example of single-use waste. Ask friends at your table what single-use items they can reduce.

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Try these tips to connect with friends, family, neighbours, and co-workers.

One Small Ask
"How about this. Would you try going without straws for just ONE week?"

Prompt Them
"By the way, guys, when our server comes around, I am going to order my beverage without a drinking straw. Who's with me?"

Give Positive Feedback
"Thanks for joining me."

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Your Thoughtful Opinion Counts

Another installment about Effective MCR Conversations

Have you found yourself saying something like this?

• "I watched a video on CBC about recycling, last night, and..."
• "According to Mark Cullen, grasscycling is good for my lawn."

What you think counts even more than you think.

Everyone bases our everyday decisions on the thoughtful guidance of our peers. We take short-cuts by listening to what others have learned and their thoughtful opinions. We listen, we reflect, and we select the best perspectives for ourselves.

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In fact, your opinion matters more than what you've read. Yes, friends like that you read stuff and you listen to experts.  BUT what really counts is that you reflected on the topic and built an opinion.

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Sometimes we distance ourselves by talking through someone else. It's seems less risky to say, for example, "The City wants everyone to go bagless" But that statement makes going bagless about the City, not about you, not your neighbour, and not even about the grass.

Own your opinion and share it, respectfully.
Try something like "I go bagless because ..." This makes the topic more personal.

Do NOT push your opinions on others. Share how you see the world.

We all look for the opinions of people we trust. As an MCR, you have an informed opinion about Edmonton's waste system: share it.

Coming Soon: MCR Update Sessions

Of course, it's important to have up-to-date information. The MCR Team will host MCR Update Sessions in October. Come out and learn about changes to Edmonton's waste system.

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Find Common Ground

Another installment about Effective MCR Conversations

We've all met someone who simply "doesn't get it." They buy disposable everything or maybe they don't care about climate change. It's like you see the consequences of their actions, but they don't. 

You don't want to argue with them, but you also know this is precisely the person we need to chat with. Don't start listing arguments that will convince them to change ways.

Start by finding common ground.

Take a deep breath and look for what you have in common. Statistically speaking, all humans have more in common than we have different. In fact, common ground is not hard to come by. In some cases, it is almost universal.

People are more likely to be influenced by those they perceive to be much like themselves. We look to base their opinion on people with whom we have something in common.

It doesn't take much. You might comment on food they bought - saying how you really enjoy food at this particular fast food restaurant. You might hint at the challenges of parenthood. The weather is a good one: we are all subjected to the same weather.

You may say something like: "Wow, I see that you got food from [insert fast food place]. I love that place. Do you come here a lot? I find they give out a lot of disposables so I try to bring a reusable container with me whenever I go there for lunch". 

It's important to be genuine. Don't invent stuff. Simply connect on a human level.

This skill comes with practice.

Your first goal is building a rapport and planting a seed.

What are your successes with finding common ground? Share in a comment, below.

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