Archive for the ‘People’ Category

Scientists who study the natural world can be uncomfortable with human’s basic irrationality. But for psychologists and scientists who study human behavior, it’s a fact of life. Yesterday, the Washington Post ran a story called “Its Natural to Behave Irrationally,” which explores possibilities for communications about global warming that swim with the current of human nature instead of against it.

I note with interest one important word that pops up frequently in the story — behavior. As in the disciplines of “behavioral economics,” and “behavioral psychology.” Implicit to this story is that if you want to change people’s habits in ways that reduce global warming, you will have to define those behaviors and work towards them specifically. None of the experts cited in the article seem to believe that general “awareness” leads to much concrete action.

Farenthold summarizes some of the work this way:

…tap into two powerful human impulses: to be like one’s neighbors and then to beat them at something.

Among the evidence supporting this approach is a 2007 study conducted in San Diego. Researchers hung fliers on doornobs featured four different messages urging energy conservation:

1. Conserve energy because it helps the environment
2. Conserve energy because it is socially responsible
3. COnserve energy because you will save money
4. Conserve energy because most of your neighbors are doing their part already

These are all decent enough, but when researchers went around and read the electrical meters of those households, the largest gains were found at homes that had received message #4.

More good examples in the Washington Post about environmental communication and behavior change.

He's do what she does, she'll do what he does, they'll all do what they see others doing

Photo: Sreejith K via Flickr

Kiplinger.com reported yesterday on a recent experiment conducted at Emory University in Atlanta. Participants were asked to view a rotating assemblage of cubes and describe how they looked as it was rotated. Meanwhile, other participants (actually actors paid to confuse the participant) reported seeing something different. In every case, the actual experimental participants reported that they agreed with the actors who were paid to lie.

Brain scans found that participants didn’t just decide to go along with the crowd. Instead, the crowd’s opinion actually changed their perception of the problem.

You can turn this facet of human nature to your advantage. Craftyour environmental communication to send a message that other people are doing their part for nature protection and pollution control already.

Tell them everybody is putting a rain barrel on their house. Show them pictures of crowds turning out for your cleanup event. Print long lists of donors who support your organization. Show pictures of people picking up after the dog. The stories and pictures of other people doing the right thing will be more persuasive than facts and information that explain why it’s the right thing to do.

Click the link below for the original story:
Don’t trust the crowd if you value the truth

"It's so much fun canoeing with my family," said Henrietta Homeowner. "I'm really glad we all did our part to clean up the lake."

Spitfire Communications, a PR firm focusing on do-gooder nonprofit types, has posted its latest e-newsletter, “Spitfire Sparks.” All of the articles are quite good, but one of them is great: Create a “Story Bank” of people whose personal story brings life to your work.

Statistics and charts have their place, but personal stories humanize an issue and make it easier to understand. All organizations can benefit from creating their own storybanks. These collections of compelling stories can be used to make the case to policymakers, attract potential donors or reach out to reporters. Having the stories already written and vetted will make it that much easier for you to move quickly when you need one.

This is a really great idea, readers.

• Storybank Example #1: Center for Children’s Advocacy
• Storybank Example #2: League of Women Voters

Click here to read the latest edition of Spitfire Sparks. Click here to subscribe to the newsletter yourself.

Today’s cartoon (from the Washington Post), is funny because it points to the importance of social approval in motivating people to do good deeds. For another perspective on that, try this old fundraiser’s trick: Next time you attend some kind of cultural event, flip to the back of the program and see who helped sponsor it. Count the number of donors who wished to remain “anonymous” and also count the number who want their name proudly displayed. Yup — most people want recognition for their generosity.

That’s just basic human nature on display. And human nature doesn’t change if you switch the topic from the opera to restoring a local wetland or reworking a sewer system to reduce the amount of polluted water runoff.

Some of the advice in Step Two: Find Foolproof Photos of the environmental messaging method is designed to help you signal to your audience that others will approve if they do the right thing. Don’t forget those smiling pictures of people in groups! They’re more powerful than you realize!