Post on 07-Aug-2020
transcript
@UCLBehaveChange
@drpaulchadwick
Applications of Behavioural Science in the Housing Sector
Dr. Paul Chadwick
Associate Professor and Deputy Director
UCL Centre for Behaviour Change
@UCLBehaveChange
@drpaulchadwick
Centre for Behaviour Change
Developing interdisciplinary
thinking and collaboration
Translating academic
expertise to address social
issues and improve human
wellbeing
@UCLBehaveChange
@drpaulchadwick
This presentation will…
• Consider the potential contributions of behaviour to issues faced in housing
• Describe the Behaviour Change Wheel – a systematic framework for changing behaviour
• Illustrate how the use of behavioural science can be applied to complex policy issues relevant to housing:• Recommendations for the decarbonisation of Welsh housing
@UCLBehaveChange
@drpaulchadwick
The context
• Welsh Government has declared a stated ambition to ‘bring forward a target for Wales to achieve net zero emissions no later than 2050’
• Tackling climate change offers prospect of real benefits to Welsh citizens: • Cleaner air• Improved health• New economic opportunities from clean energy
• 1.4 million homes in Wales are responsible for 27% of all energy consumed
• 80% of Welsh homes are privately owned
• Requires large-scale adoption of energy-saving retrofit measures required to decarbonise the Welsh housing stock
@UCLBehaveChange
@drpaulchadwick
Thank-you
Chris JofehChair, Decarbonisation of Homes in Wales Advisory Group
Lisa DobbinsHead of Housing Decarbonisation, Welsh Government
@UCLBehaveChange
@drpaulchadwick
A ‘wicked’ problem…
Characteristics of ‘wicked’ problems…
• Cross disciplinary boundaries (engineering, psychology, economics)
• Multiple stakeholders and agenda’s
• Complex causality (e.g. ‘solutions often have unintended negative consequences)
• Ideal solution might not actually exist
Technology-centric
approach
Government
IntermediariesConsumers
Meet Carbon Reduction Targets
Run profitably or within budget, in line with objectivesInstall energy-efficient
modifications, and use energy efficiently
@UCLBehaveChange
@drpaulchadwick
Technocentric approach
Technology-centric
approach
Government
IntermediariesConsumers
Meet Carbon Reduction Targets
Run profitably or within budget, in line with objectives
Install energy-efficient modifications, and use energy
efficiently
@UCLBehaveChange
@drpaulchadwick
Problems with a Technocentric Approach
Technology-centric
approach
Government
IntermediariesConsumers
Meet Carbon Reduction Targets
Run profitably or within budget, in line with objectives
Install energy-efficient modifications, and use energy
efficiently
Tech does not install itself!
Tech does not use itself!
Relying on technology to solve a problem without due consideration of the way people use that technology means that it will always fail to deliver on its promise
@UCLBehaveChange
@drpaulchadwick
Objective of the project
To create a virtuous chain of influence in which different elements in the housing system interact in mutually reinforcing ways to prompt private homeowners to behave in ways that reduce the energy consumed in their homes.
Behaviour-focused
approach
Government
IntermediariesConsumers
Meet Carbon Reduction Targets
Run profitably or within budget, in line with objectives
Install energy-efficient modifications, and use energy
efficiently
@UCLBehaveChange
@drpaulchadwick
Why focus on behaviour?
Government
Consumers
Supply Chain
Trade Associations
Finance
Behaviour is often the missing piece of the puzzle between policy ambitions and policy
outcomes
Developing policy that reflects how people actually behave rather than how they should
behave is key to ensuring that policy achieves its objectives
“Many policy decisions do not turn out the way they were intended because people do not behaviour in the way that policymakers thought they would or should” Prof. Chris Whitty, Chief Scientific Advisor, Department of Health
@UCLBehaveChange
@drpaulchadwick
Why focus on behaviour?
Government
Consumers
Supply Chain
Trade Associations
Finance
Behaviour is often the missing piece of the puzzle between policy ambitions and policy
outcomes
Developing policy that reflects how people actually behave rather than how they should
behave is key to ensuring that policy achieves its objectives
“Many policy decisions do not turn out the way they were intended because people do not behaviour in the way that policymakers thought they would or should” Prof. Chris Whitty, Chief Scientific Advisor, Department of Health
@UCLBehaveChange
@drpaulchadwick
Aims of the project
• To use tools and frameworks from behavioural science to design a series of recommendations for policy that would create a mutually reinforcing system of influence to encourage large scale adoption of retrofit at the population level
• 3 stages:• Systems mapping; describe the system in order to understand
potential leverage points for retrofit behaviour• Behavioural diagnosis; identify the barriers and facilitators for retrofit
behaviour• Recommendations for intervention; identify how those barriers and
facilitators can be modified at the level of policy
@UCLBehaveChange
@drpaulchadwick
What people think behavioural science is…
Forgetting to wash
Not knowing how to wash
Nurse
Wash hands with sanitiser
• Science of decision-making, not behaviour
• Locates the issue largely within the psychology of the person, rather than interplay between person and environment
@UCLBehaveChange
@drpaulchadwick
Reducing bacterial resistance through behaviour change
Cleaner
Fill up sanitiser dispenser
Availability of sanitiser
Lack of timeMultiple
staff off sick
No budget for agency
staff
Need to consider….1. Whose behaviour we need to
change?2. What behaviours are important?3. What are the influences on that
behaviour?4. How do they interact?
Forgetting to wash
Not knowing how to wash
Nurse
Wash hands with sanitiser
Influence
Behaviour
Actor
Key:
@UCLBehaveChange
@drpaulchadwick
Behavioural Systems Maps: Actors, Behaviours and Influences
• Actors; a person or organisation (e.g. builder, domestic energy advisor, mortgage lender, home owner, government body)
• Behaviour; an action that is directly or indirectly observable (e.g. making a decision to install insulation, programming a boiler, attending a course)
• Influence; something that affects whether a behaviour is likely to happen (e.g. communication skills, awareness of cost-benefits of a decision, motivation, need for space, market or building regulations)
@UCLBehaveChange
@drpaulchadwick
Systems influences on behaviour
Domestic
Fill up sanitiser dispenser
Availability of sanitiser
Lack of timeMultiple
staff off sick
No budget for agency
staff
Need to consider….1. What are the systems in which the
behaviour is embedded?2. What are the positive feedback
loops?3. What are the negative feedback
loops? Forgetting to wash
Not knowing how to wash
Nurse
Wash hands with sanitiser
@UCLBehaveChange
@drpaulchadwick
Embedded behaviour and feedback loops
Domestic
Fill up sanitiser dispenser
Availability of sanitiser
Lack of timeMultiple
staff off sick
No budget for agency
staff
Need to consider….1. What are the systems in which the
behaviour is embedded?2. What are the positive feedback
loops?3. What are the negative feedback
loops? Forgetting to wash
Not knowing how to wash
Nurse
Wash hands with sanitiser
Negative Feedback
Loop
@UCLBehaveChange
@drpaulchadwick
Systems that influence uptake and use of technology or modifications that reduce carbon use
@UCLBehaveChange
@drpaulchadwick
Influence: Availability of attractive
loans to fund energy efficient home improvements
Influence:Financial Incentives for retail
banks to provide loans for energy efficient home improvements Behaviour:
Merchants to stock products, spares and materials required to
install and maintain them
Behaviour:Recommending an energy
efficient home improvementBehaviour:
Making a decision to make a home improvement that is energy efficient
Behaviour: Applying for a loan to fund an energy efficient improvement
Influence: Financial incentives to stock energy efficient
products
@UCLBehaveChange
@drpaulchadwick
Participatory Systems Mapping
• Bringing together stakeholders to share and synthesise their understanding of an issue which is visually represented in the form of a map
• Members of the DAG mapped out all the possible actors, behaviours and influences that might affect home owners retrofit behaviour, considering the relationships and feedback loops between them
Decarbonisation of Private
Landlord Housing
Behavioural Systems Map –
Revision 2
Blue = Actors
Green = Behaviours
Red = Influences on behaviour
Box = Potential service / resource
Landlords(Owners)
Tenants(Occupiers)
LocalAuthorities
Local HealthBoard
Localplanning unit
BuildingControllers
Professionaltrade bodies
Professionaldesign bodies
Installers (usuallylocal builders)
WelshGovernment
UKGovernment
Merchants
Retrofitdesigners
DevelopmentBank of Wales
Banks andbuilding societies
Landlordassociations
Rent Smart Wales(Landlord licensing
authority)
Tenantsassociations
EU drivers
EPCAssessors
Technologysuppliers
Lettingsagencies
Establish / reviseenforceable standards
Check appropriatenessand quality of installed
measure
Check plannedmeasures meet
standards
Instruct local planners toset a range of locallyacceptable measures
Set a range of locallyacceptable measures
Provide funding to LA to increasecapacity for enforcement andbudget to support local supply
chain
Inform owner/landlord of theneed to make a change to their
property within a deadline
Inform landlords of currentand future building
regulations / MEES / HHSRS
Licencelandlords
Minimum EngeryEfficiency Standards
(MEES)
Landlord's awareness ofbuilding regulations / MEES
Create resources tosupport decision to install
EE measures
Identify measuresrequired for specific
property
Buildingpassport
Interpret buildingpassport
Submit retrofit plans forplanning permission
Measures includeworkable and buildable
details
Quality ofinstallation
Time-efficiency ofinstallation
Trust ininstaller
Carry outinstallation of
measuresWord ofmouth
Retrofit skills of localinstallation workforce
Commit to carrying outinstallation of measures
Assurance standardswill remain consistent
over time
Provide / finance trainingfor local installation
workforce
Availability of localstock required for
measures
Legislate to ensureWelsh standards are
protected fromchanges by UK
Government
Purchase stockcentrally to supply local
merchants
Central datawarehouse
Identify propertiesrequiring
decarbonisation
Trigger message to ownersthat home improvement is
needed / due
Provide a source oflow-cost finance
Access to grants andloans for homeimprovement
Strong economic case forproviding grants and loans
for home improvement
Ask landlord to makenecessary improvements
to property
Tenant's understandingof the daily running of the
building
Restrictions from tenantson when installation can
be carried out
Tenancycontract
Design strategies forsmall, medium and large
landlords
UKCCCtargets
Design a joined-up andsustained approach to
decarbonisation
Feasibility of aligningWales/UK funding
streams
Embeddecarbonisation in all
areas of work
Strengthenregulations and
laws
Tentant's awareness ofbuilding regulations /
MEES / HHSRS
Get tenant's consent forinstallation / renovations to
be carried out
Respond to request /decide to improve EE of
property
Landlord'sawareness of
decarbonisation
Landord's motivation toimprove EE of property
Social marketing campaignsto increase awareness of
decarbonisation
Educate tenantsabout decarbonisation
Social norms aboutrequesting EEimprovements
Potential rentalsavings from EEimprovements
Contract a localinstaller
Serve HHSRSimprovement notice to
landlord
Invest in relevantretrofit skills
Provide training,education and upskilling
to installers
Release mortgage, loanor grant easily toproperty owner
Range of EEproducts on the
market
Advice portal
Financial incentives tolandlords to improve EE
of property
EPCCertificate
Permission to rentproperty and power to
evict
Assess HHSRS healthstandard of properties in
local area
LA budget andcapacity
Approve plannedmeasures
Speed ofplanning approval
Declare EPC attime of letting
EPC RegisterRent Smart
Wales register
Privately rentedproperties falling below
EPC 'E' rating
Awareness of whetherproperty is legally
lettable
Calculable risk ofdefault among
borrowing landlords
Tenant's abilityto pay rent
Universal Credit orHousing Benefit
Pressure to househomeless people from own
and neighbouring areas
Local HousingAllowance
@UCLBehaveChange
@drpaulchadwick
Use of the Decarbonisation Systems Maps
The Decarbonisation Advisory Group used the maps to:
• Develop a shared understanding of the problem
• Identify how actors, behaviours and influences in one part of the system had consequences for other parts of the system
• Generate and test hypotheses for how to intervene in the system to create the desired retrofit behaviour
@UCLBehaveChange
@drpaulchadwick
Behavioural Diagnosis
COM-B: Understanding Influences on
Behaviour
Psychological or physical ability
to enact the behaviour
Reflective and automatic mechanisms
that activate or inhibit behaviour
Physical and social environment
that enables the behaviour
Michie et al (2011) Implementation Science
@UCLBehaveChange
@drpaulchadwick
Behaviour: Applying for a loan to fund
an energy efficient improvement
Capability• Know that loans exist.• Be able to complete the application
process
Opportunity• Easy and accessible process.• Support for application.• Awareness of social desirability of
seeking funding
Motivation• Awareness of benefits of loan and
that it will be ‘worth it’• Belief that the process is easy and
hassle-free• Makes people feel good!
Behavioural diagnosis of retrofit behaviours
Behaviour Influence
What next?
@UCLBehaveChange
@drpaulchadwick
The Behaviour Change Wheel
• Systematic literature review identified 19 existing frameworks
• Synthesis into a new framework
• Model of behaviour at the hub of a wheel
• Synthesis of existing frameworks:
• 9 intervention functionseach include one or more behaviour change techniques
• 7 policy categoriesthat could enable or support these interventions to occur
• Systematic method for understanding and changing behaviour
Michie et al (2011) The Behaviour Change Wheel: a new method for characterising and designing behaviour change interventions, Implementation Science.
Using rules to reduce the opportunity to engage in the
behaviour (or to increase behaviour by reducing
opportunity to engage in competing
behaviours)
Increasing knowledge or understanding
Using communication to induce positive or negative feelings to stimulate action
Creating an expectation of reward
Creating an expectation of punishment or cost
Imparting skills
Increasing means or reducing barriers to
increase capability (beyond education or training) or opportunity
(beyond environmental restructuring)
Provide an example for people to aspire to or emulate
Changing the physical or social context
Intervention functions
Creating an expectation of punishment or cost
Designing and/or controlling the physical or social environment
Creating documents that recommend or mandate practice. This includes all changes to service provision
Using the tax system to reduce or increase the financial cost
Establishing rules or principles of behaviour or practice
Delivering a service
Using print, electronic, telephonic or broadcast media
Policy categories
@UCLBehaveChange
@drpaulchadwick
Behaviour: Applying for a loan to fund
an energy efficient improvement
Capability• Know that loans exist.• Be able to complete the application
process
Opportunity• Easy and accessible process.• Support for application.• Awareness of social desirability of
seeking funding
Motivation• Awareness of benefits of loan and
that it will be ‘worth it’• Belief that the process is easy and
hassle-free• Makes people feel good!
Designing interventions from behavioural systems maps: Illustration
Behaviour Influence Behaviour Change Interventions
Social marketing campaign to promote awareness of loans for energy efficient home improvements and change social
norms around taking up such loansWelsh Government
Builders and Installers
Be able to communicate persuasively about the benefits of energy saving home improvements and funding mechanisms to support their use
Be able to support people if necessary with the application process
Design systems for applying for funding that are intuitive and easy to use
Retail banks and building societies
@UCLBehaveChange
@drpaulchadwick
Making Recommendations for Policy
@UCLBehaveChange
@drpaulchadwick
Why focus on behaviour?
Government
Consumers
Supply Chain
Trade Associations
Finance
Behaviour is often the missing piece of the puzzle between policy ambitions and policy
outcomes
Developing policy that reflects how people actually behave rather than how they should
behave is key to ensuring that policy achieves its objectives
“Many policy decisions do not turn out the way they were intended because people do not behaviour in the way that policymakers thought they would or should” Prof. Chris Whitty, Chief Scientific Advisor, Department of Health
@UCLBehaveChange
@drpaulchadwick
From recommendations to behaviour change
Behaviour: Making an energy efficient
improvement to their home
Capability• How does the policy recommendation support
house owners to know what and how to make the most appropriate energy efficiency improvement to their homes?
Opportunity• How does the policy recommendation
contribute to making it as easy as possible to make these improvements, and create the expectation within the population that this is a socially and morally desirable thing to do?
Motivation• How does the policy recommendation
encourage people to want to make these improvements, believe that it will be worth it, and feel good about it?
@UCLBehaveChange
@drpaulchadwick
Summary
• One of the first instances of using comprehensive behavioural science frameworks to draft recommendations for government policy• Explicit reformulation of a ‘technical’ issue as a social and psychological problem
• Integrating systems thinking with behavioural theory
• Systematic consideration of the behavioural impact of policy recommendations
• Very ‘rich’ experience with outputs atypical of sector standard
• Potential application to a wide range of issues within housing, not just policy-focussed
@UCLBehaveChange
@drpaulchadwick
Groundworks UK Warmth Project
@UCLBehaveChange
@drpaulchadwick
Annual Savings
Actions N. Savings (£)Savings (kg
CO2e)Percentage
agreed
Reducing Dishwasher Cycles per week by 1 81 729 2673 7%
Replacing 1 Bath a week with a Shower 324 1296 6156 29%
Line Dry in Summer, rather than using the Tumble Dryer 366 6588 23424 33%
Replace a Traditional Bulb with an Energy Saving Bulb 403 1209 4433 37%
Reducing Washing Machine Cycles per week by 1 429 2145 6864 39%
Washing up in a Bowl rather than a Flowing Tap 436 13516 58424 40%
Turn my thermostat down 460 39560 162840 42%
Taking 1min off your Shower 566 2830 11320 51%
Only Boiling as much as you need 637 4459 15288 58%
Avoid Standby from Computer Equipment 651 3906 13020 59%
Turning off your Lights 665 5985 20615 60%
Setting Washing Machine at 30 degrees rather than Higher Temperatures 698 4188 13960 63%
TOTAL 5,716 86,411 339,017
Groundworks UK Warmth Project
@UCLBehaveChange
@drpaulchadwick
Thankyou