Category Archives: Reduce consumption

How much is enough?

Following on from my Ethiopia experience, a recurrent question is ‘How much is enough?’

This already sounds really boring and worthy, but curiously, it is quite an interesting question.  If I take ‘media/entertainment’ items and remember what we had in our family home (four people) 25 years ago and compare them to what is in a family home now, I end up with a couple of lists like this:

25 years ago

One television (in the living room)

A couple of radios (in the kitchen and in the bedroom)

A couple of Hi-Fi’s (one in the living room and the other in a bedroom)

A VHS player (in the living room)

Two telephones (one downstairs and one upstairs)

A Walkman (because I was really cool)

So about 9 items

Okay then, was that enough?  Too much?  Not enough?  Does it matter?


Five televisions (living room, kitchen and three bedrooms)

Two landlines (downstairs and upstairs)

Five mobiles (one for everyone plus one more)

Three laptops (family one, one parent and one child)

Two games consoles (Wii and one more)

Two handheld (e.g. DS or PSP)

DVD Player

Sky/Digital TV box

One kindle or ipad

Four ipods

I make that 26

Okay then, is that enough?  Is that too much?  Not enough?  Does it matter?

The number has grown two and half times in 25 years.  If it grew by two and a half times in the next 25 years, that would make it about 70 items in a household.

Is that enough?  Is that too much?  Not enough?  Does it matter?

(70 sounds ridiculous to me, but then I guess saying that everyone is going to have a TV, a phone and a personal music player would have sounded ridiculous 25 years ago.)

This is the bit where it does get annoying (if it hasn’t already) is if I ask if the ‘How much is enough?’ question in relation to other areas of my life and the lives I see of those around me?

One answer this is see how many self-storage places that have sprung up in recent years.  Created to provide space for all the stuff that you don’t use.  What a genius business.

But, more importantly, does anyone have an answer to ‘How much is enough?’  How much economic growth is enough? How much removal of the rainforest is enough?  Perhaps even more importantly, is anyone even asking the question?  All I know is that if you keep on with an unstoppable increase in what you do, it normally doesn’t have a happy ending.

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Free to go shopping?

Been thinking about this a lot recently and finding it very hard to describe and articulate, but here’s a go:

When it comes to what’s actually important and what makes us happy, do we really know?  I’m not entirely sure that we do.  I’ve decided this as a result of thinking about shopping and consumerism.  It seems to me that integral part of what Western society deems as important is to shop and buy things.  Either more things than you’ve currently got or better things that you’ve currently got.  And in buying those things you will be happier.  Having stuff – more stuff or better stuff – is a way to feel better.

To buy that new shirt to continue to be fashionable and feel good when you’re in the pub, or a magazine to know what’s fashionable or a new phone because it’s better at letting you stay in touch with your friends and feel connected.  It’s even called Retail Therapy because therapy is a way (apparently) to feel better about yourself.

So, buying things is correlated to feeling better.  I would suggest that we accept, blindly, that having more stuff is the natural thing.  It’s not even talked about.  It’s an unspoken narrative in our society.  It doesn’t need to be said or even discussed because everyone understands it and believes it.  Like the sun coming up in the morning.

And to a degree that is, of course, true.  Having a new thing can be great.  You go to the shop, you get to choose what you want, pay for it, take it home and use it.

But, what happens if you don’t buy anything new?  You don’t buy more or better stuff?  Typically this means you don’t have the means.  So, you’re either poor or unemployed.  Both of which are socially undesirable.  Or if you have got money and don’t buy more and better stuff then you’re a bit weird for not doing what everyone else does.

So, putting myself in the unemployed and ‘have the money to buy not buying category’, I currently haven’t bought any new clothes (except for some socks) or electronic equipment or just basically ‘stuff’ for about a year.  Still buy food, drink, travel and some second hand things, but no ‘more or better’ new stuff.

How does that feel?  Well, pretty good.  Which isn’t supposed to be the case.  Right?  If the narrative of shopping is that if I buy more and better stuff then I’ll feel happier, then the converse – not buying any new or better stuff should be that I feel worse.  Right?  I should, in some way, feel deprived, or left out, or somehow ‘lesser’ shouldn’t I?

Absolutely not.


So, what do I feel about not buying stuff?  Unburdened by the need to.  Not having to spend (waste?) time engaging in deciding what to buy and then buying it.  Getting to enjoy, use and appreciate the stuff that I have got.  Finding interesting ways to use the stuff I have got to do new and different jobs that I might have previously bought something new to do.  Glad that I don’t have that occasional moment when I look at something and say ‘why did I buy that?’

But, perhaps the most interesting feeling that’s come up as a result of not buying more stuff is around freedom.

 Yes, I’m lucky enough to live in a democracy, get to vote and speak my mind, but when it comes to shopping, am I free?  The easy answer to that is ‘of course!’  I can go to any shop that I want and buy whatever I want (as long as I have the money).  However, the freedom that I feel is about the choice as to whether I want to shop or not, rather than the freedom to buy what I want when I go shopping.

This is vitally important distinction.

So, there is absolutely freedom around shopping.  But the freedom is around which of the many products that are available, is the one that I want?  I am free to choose the blue one or the red one.  Nike or adidas.  Apple or Sony.  Toyota or Honda.  And it takes a lot of tine energy to decide which is the best one to go for.

Buy to make you happy.  I’m free to choose which one I do buy.

However, I’m not free to decide whether or not I want to buy in the first place.  Will buying more stuff or better stuff make me happier?

This is not a question that is posed by our society.  At all.  Consider the evidence.  All the advertising and marketing spend, all the packaging, all the window displays.  They all are suggesting that we should buy them and in many instances, that what they are offering is in someway superior or different from the other available options.  The Ultimate Driving Machine.  Washes Whiter.  Refreshes the Parts Other Beers can not Reach.  They are all pushing the same thing.  That buying them is a good thing and will make you happier.

Where is any communication, from anyone, as to whether either buying more or better stuff or not buying more or better stuff is going to make you happier?

I can’t think of any.

So, I’m talking about a different sort of freedom.  If we were really free then we would be free to make that decision. Wouldn’t we?

I would contend that because there is no debate on this – one that stimulates a discussion so people can weigh up whether buying more and better stuff or not buying more or better stuff makes them happy – means that we are not free.  We don’t have the freedom to choose because we are only ever presented with one option.  Buy to make you happy.

I’m not saying that buying nothing makes you happiest.  That would be stupid.  Maybe a smart phone really does make you happier.  But does that sixth pair of jeans?  It’s not about absolutes, it’s about having a conversation about the principle and people deciding for themselves.

I think this is really fascinating.  We spend so much time shopping, talking about buying more or better stuff and spending money in the process in the belief that it makes us happier and we don’t even discuss whether it actually does.

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Rotten Apple

Quite a bit in the press recently about Apple and it’s lack of concern about how its products are made.  I think this provides a really fascinating moment in time for consumers to decide what they value.

Many Apple products are made in China.  There’s this chilling article in the New York Times that basically says that Apple are aware of and don’t care about the frankly horrendous conditions that workers making iphones and ipads have to put up with.  Part of this is due to the success of the products that mean that they are forced to make them faster than is safe.  So, for example, those cleaning iphone screens should use alcohol.  But, alcohol takes time to evaporate.  So as the article says:

“Investigations by news organizations revealed that over a hundred employees had been injured by n-hexane, a toxic chemical that can cause nerve damage and paralysis.  Employees said they had been ordered to use n-hexane to clean iPhone screens because it evaporated almost three times as fast as rubbing alcohol. Faster evaporation meant workers could clean more screens each minute.”

As well as this there are suicides, explosions due to aluminium dust that have killed workers as well as the 6 day a week, 12 hour days.  Basically, Apple supports 21st Century Work Houses.

As one former Apple executive puts it: “Most people would still be really disturbed if they saw where their iPhone comes from.”

So, what does all of this mean?  To me, what’s interesting is what will consumers do?

At what point, if at all, will consumers make a value judgement?  When will they, if at all, decide that the way the iphone 5 or ipad 3 is made runs against their sense of equality and justice?  Or is the fate and treatment of Chinese factory workers less important than their desire for the kit?

In a way and if you wanted to get all patriotic about it, the Declaration of Independence states:

“We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness”

 So, if ALL men and created equal (so that includes Chinese factory workers) then given the conditions that Apple are knowingly putting those workers through, Apple don’t support the Declaration.  They don’t seem to be big on Life (if the workers want to commit suicide), Liberty (forced to work 72 hour weeks) and it’s doesn’t seem the sort of conditions you’d chose to pursue Happiness.
Back to the consumers of Apple products.  If they are aware of the conditions of the workers, then, by association are arguably being un-American.

So, this is approaching Apple from one ‘negative’ angle.

What makes Apple even more interesting is fact that Apple products are made to be replaced on a short cycle.  From a sustainability point of view, it would be easy to argue that no other single company is more responsible for contributing to both our never-ending desire for more stuff that we arguably don’t need (we didn’t need a tablet before, but now we do), but also the desire to replace the perfectly workable stuff with new, flashier stuff.  E.g. iphone, iphone 3, iphone 3s, iphone 4, iphone 4s were all introduced in just over 4 years (2007-2011).

Given the amount of rare metals and resources that go into making Apple products, again, at what point, if at all, will consumers decide that the environment is more important than their desire to have the newest, latest kit, some of which they didn’t need before?

Is it possible to join these two points together?

If the mounting evidence of Apple’s business practices aren’t enough to get those people to stop buying Apple, the question becomes ‘How bad would Apple’s behaviour have to be in order to get them to stop buying Apple?’

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How to get more people to act sustainably? Don’t talk about sustainability.

Here’s a very good, clear articulation of how to get more people act in a more sustainable way.

Caroline Fiennes of GlobalCool breaks people into three groups (called Value Modes) based on their broad motivations:

First group. People who care about things that are quite proximate to them.   Their primary concern is the safety and security of myself, family and nation.  Like rules and big into community.

Second group.  Primarily driven by the esteem and respect of others and therefore need to demonstrate their success.  So, big into fashion and social networks.

Third group.  Primarily interested in their intellectual and ethical imprint.  Interested in ideas and others even if they’ve never met them or are never likely to meet them.

So, who does the existing sustainability narrative talk to?  The third group and the third group only, of course.  It’s effectively missing out two-thirds of the population.  Talking about glaciers melting and people on the other side of the world just doesn’t connect those in the other two groups based on what they value.  They don’t really listen.  So, what to do?  She goes onto to give a couple of great examples of health advertising – e.g. communicating that you shouldn’t take Crystal Meth because it ruins your teeth is more appealing for people for whom appearance is important (the second group) than talking about how addictive it is.

Her point, which is obvious but very well made, is that you need to talk to people about what they care about in a way that engages with them as a means to do what you want (the obliquity strategy).  The health people don’t care what they need to say in order to get you to not take Crystal Meth, just that you don’t start taking it.  They’re happy not to talk about health in order to get people to be more healthy.  As she puts it – the important thing isn’t why you act in the way they what you, just that you do act.

Taking this to sustainability  an example of an ‘Accidental Environmentalists’ are kids who want to go to school on their micro-scooters because this is more fun than being in a car.  This has lead to an appreciable drop in car journeys in some areas of London.  You would never say to them that what they are doing is ‘green’.  But it is.

Commercial marketers have known this forever – they never talk about their agenda (we want to make more money) they just talk about your agenda – ‘You want to be popular?  Buy our product’.  And in doing so, we make more money.

She gives a bunch more examples and there’s loads more good stuff on their website, but in summary – to get more people to act sustainably, don’t talk about sustainability.  Simple really.

How long does it take to go sustainable? (part 2)

In this previous post I came to the conclusion that it takes a minimum of a year for someone to ‘go sustainable’.  This is because this is how long it’s taken me and I would regard myself as highly-motivated to do so – I’m doing the MSc and have LOTS of conversations about it.

It’s a fairly demoralising realisation – as that seems a long time in our short-termist society, but knowing the scale of the task is a great thing to know.

Further evidence for the this One Year Hypothesis come via a great conversation I had with Morag Watson at WWF. She talked about the excellent Natural Change programme that they’ve run in Scotland.  They describe it as follows:

The Natural Change Project was developed by WWF Scotland as a new and innovative response to the challenge of sustainability and to the growing evidence that current environmental campaigns are not resulting in the depth of behaviour change necessary to address this challenge. The project drew together seven diverse individuals from the business, charitable, arts, public, health and education sectors in Scotland. All were selected on the basis of being excellent communicators who were influential in their sector, but not particularly environmentally aware.  The purpose of the project was to encourage this group to think deeply about sustainability, to communicate through their social and professional networks and to share the changes in their thoughts and attitudes more widely through the forum of internet blogging.

They spent a total of 16 days together over the course of a year or so, a year that included a lot of shared conversations and thinking all grounded in trips to the wonderful area of Knoydart.  The group experienced some  some dramatic changes in the values and behaviours of the group.

Relating this to how you can communicate (or ‘engage’) with people, you broadly have 2 polar opposite options ‘Shallow and Many’ (mass advertising) or ‘Deep and Few’ (group therapy, for example).  Natural Change provides me with additional evidence to my own experience that the ‘Deep and Few’ option is the ONLY option that will work in order to make the necessary societal change to get people to change to be more sustainable – a deep, lengthy process in involving small groups of people.  This is because I agree with the Common Cause work in that the consumerist mindset and the extrinsic values associated with it are instilled in our society and within us from the day we’re born.  To get people to ‘go sustainable’ requires that they recognise and value intrinsic values instead of extrinsic.  This is obviously a big deal because it requires a basic rewiring in people’s heads as to what’s important – this sort of change is best done when supported by people undergoing the same transformation.

This all gets me to believe that getting people to turn down their heating or recycle their rubbish will have very little real, lasting effect in encouraging people to become wholly sustainable.  They are just mere actions that have virtually no impact on a person’s values.  An interesting question would be if you could get someone to turn their heating down, recycle more, buy organic, save water, drive less, go vegetarian, not to take foreign holidays etc etc., would they end up having intrinsic values?  Intuitively, I don’t think so – these actions are a multitude of ‘shallow’ and I don’t think all of that would add up to ‘deep’.

So, much more to think on with this, but if I continue down this way of thinking, then at least the challenge is clear – how do you do ‘Deep AND Many’?

How long does it take to ‘go sustainable’?

A lot of my posts have been in and around how you can get people to change their behaviour.  In particular, how can you get people to act in a way that is more ‘sustainable’.  To me this usually means buying less stuff or eating less meat.  I’ve been thinking about trying to solve this from an advertising or communications perspective because that’s where my (work) experience lies.  However, I’ve come to realise that thinking of the issue of sustainability through the lens of advertising is this is far too simplistic.

This is because advertising, on the whole, works by trying to encourage you to choose a brand when you are already thinking about buying that category.  So, feel like a pint?  Choose Stella over the others for these reasons.  Need to buy some washing powder?  Then this is why Ariel is the one to buy.

(I know this is a gross over simplication, but when you think about a lot of categories, it’s true – all FMCG, fashion, health and beauty, car insurance etc etc).

So, advertising is typically short form (from posters up to 30′ TV ads) which is proven (sometimes) to encourage people to buy more of a particular brand.  The important thing however is how much of the work the consumer has already done for the advertiser.  For example, the consumer is typically  a) in a ‘consuming’ mindset – they have money in their pocket  b) are in the environment (e.g. shop or online) where you are available c) are in the mood to buy from the category (e.g. after work in the pub, or in the supermarket doing the weekly shop).  As a result, all the advertising has to do is to tip people to buy your brand rather than the competitor, which are likely to be next to them.  It’s pretty simple job really.

Now consider that against communications to try and get people to buy less.  This is going to be far more difficult because it’s about reversing the ‘consuming mindset’.  To get people to consider whether or not they actually need to buy what they are thinking of buying in the first place.  It’s about getting people to value the value of ‘stuff’ and what role it plays in their lives.  As a result, it’s about consumerism and meaning and what’s important etc etc.  To do this is huge task that’s going to take a lot more communication than a 30′ ad or a poster.  So, how long does it take to think like this?

Not 30′, more like a year, I reckon.  This is because that’s how long it’s taken me.  To change the way I think about shopping and eating meat – such that I’ve reduced both by a considerable amount.  And I’ve been thinking about this a lot and talking to people about it a lot.  Now, it might be possible to get people to do it quicker than me – I hope so and I guess that’s the challenge – but the recognition of the time frame it’s taken me has helped me frame the scale of the task that faces us all.  It’s a big task.

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China to wage war with West over Climate Change

Naive thinking or bold prediction……

So, I’ve asked myself recently has been ‘Am I old enough to get by with out having to learn Mandarin?’

Hopefully, the answers ‘yes’ because I’m rubbish at languages, but The Economist has recently brought forward its forecast and has now stated that China will overtake the US as the world’s largest economy in 2019.  So, maybe not.

However, maybe this is a good thing as being the world superpower will allow them to save the world.  Literally.

There’s two bits of evidence to suggest that China will save the day. The first is a book called Consumptionomics.

Here’s the radio interview with it’s author.  What’s interesting about it is that it’s written by an Indian Management Consultant based in Hong Kong (rather than someone from LSE or Harvard) and basically he says that China and India cannot mirror the OECD countries in their level of consumption or we’ll run out of planet.  Nothing new there, but he goes on to say that China, with its style of government is in the best place to save the planet and indeed they’re already restricting car ownership.  He also makes some great points that India and China’s idea of what the ‘right path’ is has been determined by the West (i.e. consumption is good) and it’s time for the academics in those countries to step up and create their own sustainable future, rather than have their future dictated to them by the West.

This is all interesting stuff, then Tim passed this my way.  It’s an article in Time magazine about China banning ads that promote the luxury lifestyle because it encourages inequality and China’s number one priority is to build a ‘harmonious society’.

So, what does all of this mean?  Well here’s the prediction.  The USA is the current the world’s superpower but there’s only 307 million of them (4.5% of the global population).  A lot of their foreign policy is about protecting American interests and they’ve been pretty good at that.  Now, China has got a population of 1,331 million (19% of the global population).  So, America doesn’t have to worry about what happens at a global scale because they don’t have to think that big.  But China does.  So, if China pursues a sustainable policy now, what are they likely to see when they get to be number 1?  That they’re doing their bit to save the planet (and themselves) and given current trajectory, the US and Europe aren’t. And will China do?  How about ‘force’ the West to do what they say, for the sake of the planet.  Economic or military force, who knows?

That’s my prediction.

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Sustainability. The end, but the means?

I’ve been having a few chats recently about the fact that the sustainability debate, in the UK at least, is confined to a minority.  The sort of person who reads The Guardian, watches Channel 4 and knows that there is social value in being a globally-concerned individual.  That’s all well and good, but whilst they might be the heart and soul of the debate and movement (if it could be called a movement), they’re too small in numbers to make any real difference.  The action has to be in the mainstream.  In terms of media, it has to be with The Sun and ITV1.  The question is, how do you make that happen?  How do you get sustainability to become a mainstream issue?

Government regulation aside, there seem to be two options.  Popularise the existing narrative.  Or change the narrative.  The first option is to make ‘being green’ more popular; more attractive; more socially acceptable.  This is entirely possible, but it hasn’t happened yet – there seems no appetite for it so far, but who’s to say that there will be in future?  However, I don’t see Ant and Dec giving a way an electric car on their new gameshow before sticking up their ‘How To Be Green’ wallchart from the centre pages of The Sun any time soon.  But it might happen.

In thinking about the possibility of being an alternative narrative, it seems important to make a distinction between the means and the end.  At the end of the day, we, as a nation (and a species), need to live in a more sustainable way.  This is the desirable ‘end’.  It’s the ‘means’ to achieve that end that I’m interested in.

To use an analogy – and one that helped get us in this mess in the first place –  is that in the 1950s President Eisenhower’s council of economic advisors stated “The American economy’s ultimate purpose is to produce more consumer goods”.  So, the ‘end’ was an thriving economy based on the production of more ‘stuff’.  How do you make that happen?  There seem to be a number of different ‘means’ that could have been used to achieve this.  It was the 1950’s so you could have created a narrative about it being your duty as an American to buy things in the ideological fight against Communism.  Or you could could create a narrative where people would feel more altruistic by encouraging them to buy bigger and better gifts for friends and relatives.  Or you could create a narrative whereby you can achieve greater personal fulfillment and happiness by buying more things.  It seems that the latter was the primary narrative that was chosen as the ‘means’.  It certainly wasn’t a narrative around ‘please buy more because our economy depends on it’.  So, the means were different to the ends.

So, why, when it comes to the issue of sustainability, should it be any different?

Now, it’s likely that it will be a combination of narratives to help achieve the sustainable end that’s required, but looking beyond the current means = end thinking might move things into the mainstream a little bit quicker.

If you know what those alternative narratives are, you might just help save the world.

“There’s no such thing as a sustainable business”

That’s not me talking but clothing company, Patagonia.

Their mission statement is ‘Build the best product and cause no unnecessary harm’.  ‘Unnecessary harm’ is an interesting choice of words because they understand that their actions will inescapably damage the environment, because they are a business.  It’s just that the harm that they cause is as limited as possible.   However, it is still harm.

With a mission statement like that, it’s clear that they care about the environment.  However, if they REALLY cared about the environment and to take it to it’s logical conclusion, then they would shut down as a business as this would cause no harm at all.

This taps into what seems to be a fundamental question in this whole sustainability debate.  If Patagonia happen to be right and there is no such thing as a sustainable business (are they right?) and we need to be living on the planet in a sustainable way, then can you have businesses?  Or rather, what form should a business take?

Okay, you can revert back to subsistence farming and living in villages, but I don’t think that’s going to happen.  This is because that’s literally ‘living in the past’ and doesn’t take into consideration any positive progress that happened in the 20th Century.

So, how can you can you create businesses, en masse, that are sustainable?  For example, in the future we could all be driving about in electric cars, where the electricity is produced by renewable sources.  That all sounds fairly sustainable, but what about making the cars?  What about the material extraction, manufacture of parts and assembly?  Can that ever be sustainable?

If not, does that mean that we shouldn’t have cars?  Is that possible?  This, very quickly, makes my head hurt.

Without getting too deep into that rather huge debate, back to Patagonia.  The good news is that they do appear to be taking things seriously when they consider the impact that the production of their clothing has on the world.  With this in mind and in the name of transparency they’ve launched the footprint chronicles which show you the journey that different items of clothing take from design to delivery.

However and perhaps most interestingly (thanks David for this), is when you go into a Patagonia store, choose something and go to pay for it.  When you do this the sales assistant will ask you ‘Do you really need this item?’.  This, to me, is verging on the revolutionary as it strikes at the heart of consumerism.  The thought that a business, any business, would actively discourage a customer from buying something when they have their money out to pay seems remarkable.  On the one hand it’s very confrontational as you’re directly questioning the consumers ability to make the right decision.  Yet, on the other hand, it’s really naive in that it’s a really simple question that would hopefully get the consumer to think about the answer.  Now, how many people want to stand corrected and will put it back is an interesting question, but the sheer principle of asking the question is great.

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You need to say more than one thing to get people to change

Went to the IPA last night to hear a talk about the anti-smoking case study that’s been short-listed for the 2010 IPA Effectiveness Awards.  It was a panelist of the contributors and they started with a fact which determined the way they approached the whole campaign – that 76% of smokers need more than one reason to stop smoking.  So, given that advertising theory states that you should only have one message at a time, how can you give mulitple messages at the same time and hope that they’ll stick?

The answer was to involve various parties, all with an interest in people stopping smoking and all capable of coming at the problem from a different angle yet able to advertise in and around the same time.  Those parties were the British Heart Foundation (BHF), the NHS and the Cancer Research UK.  Each came at the problem from their distinct point of view and with a different tone of voice.  In combination, they created an ‘additive and complementary effect’.

There were another couple of points that were interesting too.  Anti-smoking legislation (e.g. no smoking in public places) and taxation (now over £6 a pack) obviously work, but its advertising that provides the emotional prompts that work with these things. 

Smoking is irrational, because rationally, you know it’ll kill you.  So, you shouldn’t use rational advertising – you need stories told with emotion as they will ‘work harder and last longer’.

So, what does this mean from a sustainability point of view?  It seems that the anti-smoking lobby have moved from one message to change one behaviour to mulitple-messages to change one behaviour.  However, when it comes to sustainability, there are multiple behaviours to change.   What to do?  One suggestion the panel had was to wrap different behaviours into one campaign – apparently the ‘Change4Life’ campaign contains 8 messages.  However, I’m not sure that this is the best way – with ‘Change4Life’, the messages seem to get lost as they are not individually distinctive enough in the same way that the anti-smoking messages were that were covered here.  On this, I can see the benefit of using advertising as it can use emotion to reverse irrational behaviour, but who would pay for those multiple messages, productions and airtime?  The government is cutting spending, and there don’t seem to be as many charities that are focussed on this issue as they’re are with anti-smokng to pick up the tab (WWF? Oxfam? Carbon Trust?  Maybe)

Anyway, it was an interesting talk and here’s the link to the 20 min video they made to talk about the case study.

And here are some of the ads:

British Heart Foundation ‘Fatty Cigarettes’:

NHS testimonal (there’s loads of these):

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