Green and confused: Subtle skills to cure bad habits How can stop people leaving the tap running?

I run a small environmental business. I’ve tried to introduce energy-saving measures but find it bewildering how people do not adopt simple habits such as turning off taps. What do I do?

Psychologists and a group of people called behavioural economists spend hours puzzling over such problems. The green police would like to shame or harangue us into changing our behaviour, but humans are peculiar creatures and subtle methods have to be employed.

To take an example: I’m Irish, a race famous for its fiercely independent spirit and loose approach to rules. Put a sign up saying “Don’t walk on the grass” and any self-respecting Irishman will make sure to walk over it.

In 2002 Ireland was the first country in the world to introduce a tax on plastic bags. In the run-up to the charge there was talk of mayhem in the shops, almost of revolution. Yet within days people were happily bringing their own bags and plastic bag usage was halved. Though Ireland is about to double the price of a plastic bag to around 40p, price is not the only factor influencing behaviour.

If I’m in the supermarket queue in Ballydehob and ask for a plastic bag, how do I feel? Well, I’m probably worried that the people next to me think that I’m some sort of spendthrift and ask for a loan. Or I might be concerned talk would get around about my doubtful environmental credentials. Worst of all, my fellow shoppers could think I’m a fool for forgetting to bring in my bags.

The point is that when it comes to changing behaviour, a range of factors is in play. Turning off taps is a big problem area. As children, your staff might have been used to leaving the tap running while brushing their teeth. Changing such habits is very hard. Psychologists suggest simple things, such as changing the tap, to break the habit cycle. Even altering the position of a rubbish bin can alter behaviour.

One study by the New Economics Foundation (www.neweconomics.org ) looked at messages in hotels asking guests to consider the environment and not use so many towels. The signs made little difference. Yet when the message was changed to state that the person before had only used so many towels during his stay, then a competitive element seemed to enter in and towel usage dropped. So to change behaviour it seems necessary to be both subtle and imaginative. And, if you employ any Irish people, make sure to take down those “don’t do” signs.

From The Times


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