Fascinating and sensible article about facilitating behavioural change via effective communication published yesterday. Too often, the ‘boomerang effect’ means that undesirable behaviours are reinforced –
[…] the problem with appeals based on social norms is that they often contain a hidden message.
So, for example, an environmental campaign that focuses on the fact that too many people drive cars with large engines contains two messages — that driving cars with large engines is bad for the environment, and that lots of people are driving cars with large engines. This second message makes it unlikely that the campaign will work. Worse, it might even make it counterproductive: by conveying how common the undesirable behaviour is, it can give those who do not currently engage in that behaviour a perverse incentive to do so. Everyone else is doing it, so why shouldn’t I?
The nub of the matter? Castigating undesirable behaviour needs to be connected with praise for those who are doing the right thing.
Fortunately, there is a way of harnessing the power of social norms, so that the dreaded “boomerang effect” doesn’t occur.
In a recent experiment, psychologists examined the influence of social norms on the household energy consumption of residents of California. The researchers, led by Wesley Schultz, picked houses at random and then divided them into groups depending on whether their energy consumption was higher or lower than the average for that area. Some low-energy-use households received only information about average energy usage — thereby setting the social norm.
A second group of low-energy households had a positive “emoticon” (happy face) positioned next to their personal energy figure, conveying approval of their energy footprint. A third group of over-consuming households were shown their energy usage coupled with a negative emoticon (sad face), intended to convey disapproval of their higher-than-average footprint.
The researchers then measured energy consumption in the following months. As one might expect, the over-consuming households used the social norm as a motivation to reduce their energy use, but under-consuming households that had received only the social norm information increased their energy use.
Crucially, though, the under-consuming households that had received positive feedback did not show this boomerang effect: the addition of a smiley face next to their energy usage made all the difference. Despite the simplicity of the feedback, households that felt their under-consumption was socially approved (rather than a reason to relax), maintained their small energy footprint. This suggests that using social norms can be effective — but only if they are used in the right way.
Castigating the “majority” of people for driving cars with large engines, without simultaneously praising those who have chosen smaller models could spectacularly backfire. Environmental campaigns using social norms will have to be supplemented with information targeted at specific groups about the desirability of their particular behaviours. If people are doing something positive, they need to know about it.
California, as part of its effort to curtail global warming, could allow companies to pay for projects that preserve Brazilian and Indonesian rain forests, according to Bloomberg. The agreement was described as “pioneering” and goes a long way toward tackling the “other” cause of carbon emissions (other than burning fossil fuels) – destroying forests. Indonesia and Brazil are among the world’s top carbon polluters (No. 3 and No. 4, respectively, behind China and the United States) largely because their forests are disappearing so quickly. This agreement could help stop the 20% of global carbon emissions that come from deforestation.
Indonesia, meanwhile, plans to plant 100 million trees in 2009, according to Reuters. Indonesia has already lost 70% of its original forests, and loses enough forest every year to cover Connecticut and Rhode Island (and then some), but it still retains a forest about the size of Texas and Oklahoma combined.
2. Britain Goes All In
Britain became the first nation in the world to set binding limits on greenhouse gas emissions that match U.N. targets. The law requires the government to slash emissions 80% below 1990 levels by 2050, according to Agence-France Presse. Under the law, Britain will have to meet new carbon-reduction targets every five years.
3. Coal Is on the Defensive
For years, the norm in environmental litigation has been something like this:
– i. Polluting industry proposes polluting
– ii. Government agencies agree
– iii. Environmental groups sue
– iv. Courts side with environmentalists
Well, there’s a new chapter. In Kansas, where the Democratic Gov. (and one-time purported vice presidential possibility for Obama) Kathleen Sebelius stopped the construction of a coal plant because of the greenhouse gas emissions it would pump into the atmosphere, Sunflower Electric is taking her and her environmental agency to court. The company’s complaint? That its civil rights were violated by the governor’s decision.
4. The U.S. Can Cut Energy Use 20%
A new report lays out a framework for U.S. states to dramatically cut energy use — 20% by 2025. The proposed investments in energy efficiency would save $500 billion over 20 years, cut the need for new energy sources by 50% and reduce greenhouse gas emissions dramatically.
So who produced this report? Some radical left-wing conspiracy of economy-killing tree huggers? Nope. Try Bush Administration. The Department of Energy and The Environmental Protection Agency released the report, National Action Plan Vision for 2025: A Framework for Change.
“Change” … Now where have we heard that word recently …?
5. Obama
In a speech delivered via video to a bipartisan climate summit in California, Obama pledged to take strong action to combat global warming. Here’s what he had to say:
– those reasons from 19th November ’08. There’s also the news from 20th November that an environmentally-progressive US Congressman has upended the formerly oil- and Detroit-friendly leadership of the influential Energy Committee. Which is good for Obama’s agenda, and better for the wider world. Even if it does foster the end of the car-manufacturing machine as we know it. Too bad. So long and thanks for all the (dead) fish.
The most noticeable thing about this debrief, below, of the Obama Campaign Inner Circle is how calm they all are – despite one or two hours earlier having just pulled off a spectacular and world-changing win. Their conversation communicates to me a shared sense of wonder at how their campaign glided over the rocky terrain of the last twenty-one months – and how Obama knew where he was going, and how he would pitch and conduct his campaign, from the beginning.
[…] by every testimony, he’s one of the smartest men ever to assume high political office in this country. Not just smarter than Bush. Really smart. Smart enough, if he sits down to really understand the scale of the problem he faces, that he might decide to take the gambles that the situation requires. He said, not long ago, “under my plan of a cap-and-trade system, electricity rates would necessarily skyrocket” — which is a sign of someone who is aware there may be a reality to come to grips with.
That $3.82 value for poor old McCain is almost exactly the same as the percentage that the polling meister, Nate Silver, gives today for a McCain victory. What to say?
And there was this front page, on yesterday’s Independent, about Obama’s commitment to greening the US economy and spurring job creation via ‘green-collar’ jobs – news that is backed up by Joe Klein from his interview. Klein wrote how Obama has become convinced of the need for a green ‘Apollo project’, stimulating renewable energy development and energy efficiency. You know when someone ‘gets’ the importance and meaning of sustainability when they begin seeing connections between various human activities. The indications are that Obama does, or is in the process of getting it; for example, he recently cited Michael Pollan on how the fossil fuel economy pervades agriculture, and what some of the implications are –
There is no better potential driver that pervades all aspects of our economy than a new energy economy. I was just reading an article in the New York Times by Michael Pollen about food and the fact that our entire agricultural system is built on cheap oil. As a consequence, our agriculture sector actually is contributing more greenhouse gases than our transportation sector. And in the mean time, it’s creating monocultures that are vulnerable to national security threats, are now vulnerable to sky-high food prices or crashes in food prices, huge swings in commodity prices, and are partly responsible for the explosion in our healthcare costs because they’re contributing to type 2 diabetes, stroke and heart disease, obesity, all the things that are driving our huge explosion in healthcare costs. That’s just one sector of the economy.
With a lump in the throat, what to say, indeed? Assuming he becomes president, then… the change we need is coming, folks. The change we need is coming.
For some, including for Time magazine’s Joe Klein, Obama’s rise and campaign management has been bewildering. Klein’s recent article captures beautifully the personal qualities and decisions made that have generated such momentum for the Obama campaign. For example, Obama’s policy of ‘no dramatics’ within his campaign team paid off in the primaries against Clinton. And his instinctive judgement calls as to when leadership could most effectively be deployed enabled him to reflect on the issue of race in America, and neutralise Jeremiah Wright, in a speech followed by a press conference; and, it enabled him to keep his cool during the banking bail-out fiasco.
If an Apollo project to create a new alternative-energy economy is his highest priority, as he told me, why hasn’t he given a major speech about it during the fall campaign? Why hasn’t he begun to mobilize the nation for this next big mission? In part, I suppose, because campaigns are about firefighting — and this campaign in particular has been about “the fierce urgency of now,” to use one of Obama’s favorite phrases by Martin Luther King Jr., because of the fears raised by the financial crisis and because of the desperate, ferocious attacks launched by his opponent.
If he wins, however, there will be a different challenge. He will have to return, full force, to the inspiration business. The public will have to be mobilized to face the fearsome new economic realities. He will also have to deliver bad news, to transform crises into “teachable moments.” He will have to effect a major change in our political life: to get the public and the media to think about long-term solutions rather than short-term balms. Obama has given some strong indications that he will be able to do this, having remained levelheaded through a season of political insanity. His has been a remarkable campaign, as smoothly run as any I’ve seen in nine presidential cycles. Even more remarkable, Obama has made race — that perennial, gaping American wound — an afterthought. He has done this by introducing a quality to American politics that we haven’t seen in quite some time: maturity. He is undoubtedly as ego-driven as everyone else seeking the highest office — perhaps more so, given his race, his name and his lack of experience. But he has not been childishly egomaniacal, in contrast to our recent baby-boomer Presidents — or petulant, in contrast to his opponent. He does not seem needy. He seems a grown-up, in a nation that badly needs some adult supervision.
Alastair McIntosh was contributing BBC Radio 4’s Thought for the Day yesterday. Here’s an excerpt –
Our conundrum is that we need more consumption to save the economy, but less to save the planet.
Spending our way out of a recession is therefore only a stop-gap measure. It’s methadone for our planetary heroin addiction.
We simply feed the habit if we think that today’s problems can be tackled at conventional political, technical or economic levels. If we’re redefining our “central mission”, we must press further.
Technical fixes are certainly part of the solution. But I’d put it to you that the deep work must be this: to learn to live more abundantly with less, to rekindle community, and to serve fundamental human need instead of worshiping at the altars of greed.
The crisis of these times is therefore spiritual. It calls for reconnecting our inner lives with the outer world – an expansion of consciousness. And that’s an opportunity that we neglect at our peril, for as I once heard an old Quaker woman say, “It is perilous, to neglect one’s spiritual life.
‘Bread‘ by Carlito Brigante, uploaded to flickr
Sumptuous World 