Changing Behavior in Recycling and Organics Smartening Up Our Outreach: A Story in 3 Parts California Resource Recovery Association 2016 Dana D’Souza Skumatz Economic Research Associates Inc. skumatz@serainc. com, Dsouza@serainc. com 303/494 -1178 © 2016 All rights reserved
OVERVIEW OF PRESENTATION § § § Traditional outreach and education Cost effectiveness study Self-efficacy Market research Social Marketing & CBSM Measureable impacts and retention SERA
PROGRAM EVOLUTION 0 - 15% Diversion 10 – 25% Education Crosses 20 - 45% All Levels 40% + 50% + 3 Source: Skumatz Economic Research Associates, all rights reserved SERA
HOW DOES EDUCATION STACK UP? Results: 120 Recycling Education Campaigns 1 -3 % points per extra $1/hh/yr spent - less effective than other programs Red = Cost Blue/ Green =Impact SERA
BACKGROUND – TRADITIONAL TO ENHANCED METHODS Unaware § § § § Aware Consider Intent Purchase Product driven Studies focus on intent Information ≠ behavior change Education campaigns “non-threatening” Budget allocation ? -Measurable results, cost effective, retention Should it be part of community portfolio? SERA
ADVERTISMENT CAMPAIGNS SERA
MORE EFFECTIVE OUTREACH o Cluttered market place o Community Based Social Marketing (CBSM) o Perception of facts o Make a difference SERA
SELF-EFFICACY q q q Coined by Albert Bandura- A person’s belief in their ability… Empowerment- Individual actions “make a difference” High self-efficacy -Actualize expected outcomes Leads to - participation, recycling, actions Find motivation & empower by taking to HH level, easily do-able SERA
SELL WHAT PEOPLE WANT…. o o o People buy a “bundle” of valued features Information ≠ motivation SERA study 10: 1 not in C/B ratio Basic market research Focus on barriers (negatives), what’s appealing (positives), motivations, networks Sell on what the people care about, not YOUR goals SERA
HOW TIDE DOESN’T SELL Source: Skumatz Economic Research Associates, (SERA) SERA
COMMUNITY BASED SOCIAL MARKETING (CBSM) o Recommended tools: n Commitments /pledges n Prompts n Norms n Incentives n Communication o Argues greater… n n o Lacking and what we emphasize n Info on $/impact & cost-effectiveness n Large sample sizes n Retention / Persistence n Demonstrable value Participation and behavior change Retention SERA
PROJECT DESIGN & MEASUREMENT o Design: Quasi-Experimental n n Control & treatment groups, N=±, pre- & post measurement Commitments, visits, phone calls, surveys, flyers, web, contests, norms, feedback o Measure: n tons, participation, sorts, attitudes, retention, costs q Colorado Project § Targeted recycling & energy behaviors § Baseline research, measurement, goals § Control-b/a survey & Comps, R 2 -SM, R 3 SM & DTD § SM tools 12 SERA
MAKING IT COME TOGETHER – MEASUREMENT & RETENTION PLAN 13 SERA
RESULTS: COMMITMENTS BY TYPE 500+ people committed to 2, 400 actions 4%, 40%, 60+% ½ MTCE for recycling, energy Source: Skumatz Economic Research Associates, (SERA) 14 SERA
RESULTS: ENERGY BEHAVIORS Especially strong – Phone “Challenge” for “Weatherize Weekend”/ reminder calls Source: Skumatz Economic Research Associates, (SERA) 15 SERA
RESULTS: COST PER IMPACT Cost n oi of de Re d cy cl in g Blue: Route 3 (full treatment) – cheaper impact… To n n G H G Av tio H Ac H se itt H ou ed To n Cost effectiveness n Scaling up n Tonnage comparisons m o Use to Determine: $- m n. Cost & incremental cost per action n. Costs by type of outreach / intervention n. Cost per HH Co o Detailed cost tracking o Measured: Cost Purple: Route 2 (no site visits) $ 500. 00 For every action DTD added most value for impact! Source: Skumatz Economic Research Associates, (SERA) 16 SERA
RESULTS: RETENTION % Increase in Recycling Lbs/ Cap (Normalized) 78% retention after 9 mo 33% retention after 9 mo Source: Skumatz Economic Research Associates, (SERA) Continuing to Measure… 17 SERA
COST / MEASURED TON CARBON EQUIVALNET ($/MTCE) Note: Conservative value for CBSM Need to Track: Retention & C/E To be taken seriously… The potential is THERE! Source: Skumatz Economic Research Associates, (SERA) SERA
TAKEAWAYS o Information is not motivating n n Must also appeal Use self-efficacy, auxiliary effects / research o Social marketing n n “Cute” posters not enough Measure to prove and refine o Prove the value n n Demonstrate – prove it – cost effective? Must measure for Retention You don’t have to reach everyone, research so you can target where you can be most successful. SERA
THANK YOU!! Questions? Dana D’Souza Lisa Skumatz, Ph. D. dsouza@serainc. com skumatz@serainc. com Skumatz Economic Research Associates (SERA) Phone: 303/494 -1178 www. serainc. com
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