BECC, TDM and Me

I spent the beginning of this week attending the Behavior, Energy and Climate Change (BECC) conference, and even presented about Arlington Transportation Partners’ Champions program, a program we developed after I was first inspired by Community-Based Social Marketing (CBSM) at BECC in 2012. It is a great conference because behavior change is fascinating and very pertinent to the work ATP does – shifting travel modes is definitely behavior change. BECC 1

I’ve always been fascinated by why people do things (myself included) and what influences us all. Knowing why people do things helps us figure out how to help them do things better. The conference is focused on climate change, yes, and the majority of the attendees are from the energy industry, but there are also water resources, transportation, schools/children, food waste, employees/work engagement/factories, lots of marketing, some design research companies, and so on. The real focus is how to we inspire people to care for the planet, and empower them to make changes in their lives that will help us all be healthier and have a healthy planet for generations to come.

Illume Tweeted this photo of my colleague Maggie and I as #womeninenergy

Illume Tweeted this photo of my colleague Maggie and I as #womeninenergy

This is the third year in a row that I have attended (and the second time I presented), and this time, as with other times, there has been much to learn and experience. It always takes me a while to sort through my notes, photos and thoughts, but here are some initial takeaways:

  • This being DC, there were some heavy hitters for key note and plenary speakers. Tuesday we listened to the US Secretary of Energy Ernest Moniz, and Wednesday our closing plenary included Congressman Paul Tonko and the Assistant Secretary of the Navy, Dennis V. McGinn. Congressman Tonko and Secretary McGinn (what’s the appropriate title here?) were both dynamic speakers, and Mr. McGinn got in some great on-liners: “Isn’t it wonderful that Noah understood something about climate change? And isn’t it wonderful that he did something about it?” Ha!
  • Design Research – Andrew Burroughs of IDEO and Lisa Jackson of frog design presented on visual designs and how it influences our behavior. As a visual person, I strongly believe that how things are visually presented to us have such power over us, whether or not we do something or not do something based on how it looks, how we interact with things, and so on. I was extremely inspired by them, and wonder how I can translate my design background, my history research background, and current TDM work into this type of work.
  • Illume, one of the sponsoring companies, had an illustrator drawing our Tweets on Tuesday, which was really fun to see! Alas, I hadn’t Tweeted much and forgot to include #picturechange, so mine didn’t get drawn – but check out the stuff she did draw!
  • The “Breaking Bad” film evening was fun. I hadn’t been before, but I enjoyed the curated commercials, the “billboard” activity we did in small groups and presented to the entire room, and of course the wine was a nice touch.
  • They always feed us well, and there are not only vegetarian meal options, but vegan and gluten-free as well. One lunch is always all vegetarian. I especially like the fact that they give us cards to place in front of us on the table, so the servers can easily identify who gets which meal. This is so much easier for all parties involved, since the servers usually can’t see a colored dot on our name tags, and we don’t have to hassle over them to get us the right food. Other conferences, TAKE NOTE!
  • The sessions I attended seemed to be a bit heavier on the academic research paper presentations. I know part of BECC is academic-focused, but for me, seeing how other organizations have successfully run campaigns and programs and have behavior-changing results is what I am there for. I need to have something concrete to take back to my office and work on. I got plenty of ideas, but there were too many text- and formula-heavy PowerPoint slides for my taste. I wonder if they could do tracks, so you could go to the academic track, the ideas/design track, the real world track, etc. That would be useful.

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The most basic function of TDM is to education and inform people about their transportation options, helping them making choices about how they travel, yet behavior research shows that information alone is not enough to get people to do something. As one presenter said, “Simply asking people to do their best is not enough.” This is where all the behavior change techniques can come in handy, like public durable commitments and social norming, or even gamification. It’s rather exciting, really, to see how these two disciplines intersect. I wish there was more TDM at BECC, but maybe that’s what I need to do, figure out how to get these two together more. Hm… Challenge on!

Well, not really - or maybe I should say, not yet!

Well, not really – or maybe I should say, not yet!

 

Behavior Change and You – and You, and You, and…

I had a lovely time in Sacramento and Napa, but I was actually in California for work. I attended the Behavior, Energy and Climate Change (BECC) Conference, and presented on two panels.

It was an amazing conference, one that I haven’t stopped thinking about. I’ve always been fascinated by why we do things, what prompts us to behave the way we do, and how we interact with each other, so this conference sort of blew my mind.

Keynote speaker Andrew J. Hoffman

Because of the focus of the conference, much of the talk centered on programs that encouraged people to do things like wrap their hot water heaters and install programmable thermostats. Curiously, the transportation panels focused on electric and hybrid vehicles, or biking and walking, but nothing in between like light rail. Surely getting people to ride the bus is better for the climate than all those SOVs?

People-Powered Presentations

The pre-conference workshop was an all-day event with Doug McKenzie-Mohr, a Canadian PhD who has coined the term “community-based social marketing.” This says that unlike information-based campaigns, which assume that people will change their behavior when they learn facts, people actually change their behavior based on their world view, which is framed by what they learn from friends and family. How much of  your news do you get from Facebook?

Doug McKenzie-Mohr

This social-based behavior was a theme that came up over and over. Basically, the message was that if you want to talk about climate change – don’t. And make is feel-good. Several presenters criticized Al Gore and the scare tactics of “An Inconvenient Truth.” Presenting climate change in dramatic facts and figures had the effect of overwhelming the public, and making them stick their heads in the sand. Talking about climate change automatically now makes people shut down, retreat, and avoid the topic.

Avoiding climate change?

Instead, focus on the individual and what impacts their personal life. Find people whom they respect and trust, and let those people model the behavior you want. Get individuals to make public, durable commitments to change – something that reminds them what they promised, and shows others that they did. Offer solutions, break down barriers, and make sure they understand the benefits. Help them create a social circle made up of people doing the desired behavior so they can support each other in good and bad times.

Making behavior change friendly!

As I listened to all of this, I thought about how I had started biking regularly, my experiences with Weight Watchers and healthy eating, and other areas of my life this type of behavior change has applied. In some ways, knowing all this makes me think it will be easier in the future to really make some personal changes stick.

Armed with this psychological warfare, I am already beginning to look forward to my New Year’s Resolutions. Maybe sharing them on my blog will make them public and durable, and I’ll be more likely to stick to them with the social network of this blog. I think it’s worth experimenting with, at least! Who’s with me for some behavior change?!