Under pressure to reach your sustainability targets?

Imagine a land where the waste we produce grows greater day-by-day. A land where recycling rates are poor, with an increasing demand on services AND increasing pressure on budgets… Not so far from the truth?

Now imagine an approach which could save you an estimated £100,000+ in service efficiencies, empower staff to work together collaboratively and drive an attitudinal shift among citizens to feel more positively about their local area.

Awareness raising just isn’t enough. Those are just some of the results we’ve seen in one UK city by tackling systems and behaviours simultaneously. Changing attitudes doesn’t happen overnight, but this proven formula for sustainable transformation – ‘So Change’ (Social + Organisational Change) – is already making the difference within Environmental Services nationally.

SO Change is also at the heart of a national recycling behaviour change programme we’re working on with schools, as well as a transformational project to help householders change the way they dispose of food waste. So why is it making such an impact?

SO Change: Making transformation happen
SO Change is a creative, design-led approach to change which brings together behavioural economics and system improvements. It’s all about:

  • Listening to people both within the organisation and the wider community.
  • Building on an existing understanding of citizen and stakeholder behaviours, using innovative research techniques like the STELA behaviour change tool to gain better insight into their feelings, perceptions and behaviours.
  • Establishing where you are, exploring what’s possible and experimenting with options for change.
  • Using innovative and creative ways to communicate, drawing on years of experience delivering population behaviour change.

With tough national recycling targets for 2013 and 2020, there’s no doubt local authorities are facing a big challenge to get the right systems in place, while supporting people to make the right choices around recycling, litter and household waste.  Make sure you have the systems and behaviours needed to meet those targets!

SO Change can help your organisation redesign how it works and your communities rethink how they live.


For more about the work we’re doing nationally to develop these outcomes-driven programmes, contact me: Richard Forshaw, richard.forshaw@icecreates.com / 07540 412304

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