Download Lott's illusions - The Living Rainforest

Climate change and the potential to inspire
behaviour change
Dr Penny Fidler
ASDC Vision
A society where people are intrigued, inspired and
involved with the sciences
ASDC Mission
To bring together the ASDC membership to
play a strategic role in the nation’s
engagement with science
Carbon emissions and climate science
Public perceptions of climate change
and energy futures in Britain in 2005
2005
Believe that climate
change is happening
91% (4% did not)
Believe there are risks to
people in Britain
77%
Believe there are benefits 13%
to people in Britain
Are concerned about
climate change
82%
Public perceptions of climate change
and energy futures in Britain in 2010
Spence et al 2010 (School of Psychology, Cardiff University)
2005
2010
Believe that climate
change is happening
91% (4% did not)
78% (15% did
not)
Believe there are risks to
people in Britain
77%
66%
Believe there are benefits 13%
to people in Britain
18%
Are concerned about
climate change
71%
82%
1,822 people
Interviewed Jan- Mar 2010
Reasons for 2010 decline in ‘belief’ that
climate change is man-made
Potential causes (unproven!)
•Media coverage of emails from climate scientists from University of
East Anglia in early 2010
•Stalled Copenhagen talks
•It is now in the realm of politicians not only scientists?
•Cognitive Dissonance (modifying beliefs around uncomfortable
truths to avoid changing behaviour) / Learned helplessness
•Fatigue / boredom over climate change causing a cognitive switch
off (as with HIV adverts in late 1980s)
Who or what causes climate change?
Spence et al 2010 (School of Psychology, Cardiff University)
% Believe climate change is:
Mainly or entirely a manmade phenomena
31%
A product of both human
and natural activities
47%
Mainly or entirely a product
of natural activities
18%
40 % feel seriousness is exaggerated
However, we are not alone…
others have looked at how to inspire
people to change their behaviour
Psychologists, social scientists, economists, public health
researches, prison workers and many others have been
studying the motivators for behaviour change for many
years
Pensions
Do you want to retire with adequate savings: Yes
Do you want to set up a pension plan now: No
‘Save more tomorrow’ pension plan
Employees given option in advance of a pay rise, to
put any future pay rises into a pension plan. They
can opt out any time.
Pension contributions increased (on average) from
3.5% to 13.6% with 80% of staff staying in for 4
pay rises
(POST 328)
The Psychology of Delaying Gratification
People’s preferences are not consistent in time
(Time inconsistencies and present bias)
Would you prefer…
• £100 in 18 month or £50 in 12 months?
• £50 today or £100 in 6 months?
Immediate rewards are perceived to be more
valuable (health, obesity, pensions, smoking)
An individual’s climate change actions currently have
no immediate visible reward
Creating behaviour change by
changing social norms…shame
The Drink driving campaign
Is this similarly shameful?
“I have a dream …”
“plastic bags …”
Science Museum’s
Exploring Climate Science
Gallery
W5, Belfast
W5 feedback for staff:
Energy and carbon
How have W5 reduced energy consumption
•
•
•
Monitoring all usage
Feedback to staff
Commitment from CEO and senior managers
•
•
Changing light fittings
Changing working practice eg exhibition lights off
until 15 minutes before opening and turned off as
soon as the last visitor leaves
Changed office practice in relation to lights,
computers etc
Water usage was reduced radically in 2005 by
changing how all water exhibits operated
Recycling plant recovers ‘in excess of 90%’ for
recycling
•
•
•
Experts in...
• Inspiring people
• Involving people
• Getting people talking
Thank you
Dr Penny Fidler
www.sciencecentres.org.uk