Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Whereas social norms tell us what others do now, dynamic norms tell us that new behaviors are coming, compelling us to join the movement too.
Loschelder et al (2019). Dynamic norms drive sustainable consumption: Norm-based nudging helps…avoid disposable cups. Journal of Economic Psychology.
The study
Setup
23,946 cafe hot drink sales were studied over 14 weeks. For the last 4 weeks, customers were shown a sign stating that “guests are changing their behavior and more and more are switching from the to-go cup to a sustainable alternative. Take part in this: choose a sustainable cup and help to protect the environment.”
Results
Results showed that customers used 17.3% more reusable mugs over to-go cups after dynamic nudging.
In detail
Key Takeaways
Drive change by showing relative growth.
New behaviors tend to start small, so stating absolute percentages isn’t persuasive. Instead, reframe the change as a dynamic movement increasing over time to create a means to 'pre-conform' with this inevitable future (Sparkman & Walton, 2017).
Bolster with the 25% Rule...
...where new behaviors tend to become the norm once at least a quarter of a group adopt them. Boost change success by recruiting a group of change-makers to create, broadcast and maintain this initial effort.
Combine existing financial nudges with dynamic norms.
The cafe in the study was already charging €0.10 for a takeaway cup but they were able to improve behavior even further with this cheap, efficient and new nudging method...and so can you.
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Whereas social norms tell us what others do now, dynamic norms tell us that new behaviors are coming, compelling us to join the movement too.
Loschelder et al (2019). Dynamic norms drive sustainable consumption: Norm-based nudging helps…avoid disposable cups. Journal of Economic Psychology.
The study
Setup
23,946 cafe hot drink sales were studied over 14 weeks. For the last 4 weeks, customers were shown a sign stating that “guests are changing their behavior and more and more are switching from the to-go cup to a sustainable alternative. Take part in this: choose a sustainable cup and help to protect the environment.”
Results
Results showed that customers used 17.3% more reusable mugs over to-go cups after dynamic nudging.
Key Takeaways
Drive change by showing relative growth.
New behaviors tend to start small, so stating absolute percentages isn’t persuasive. Instead, reframe the change as a dynamic movement increasing over time to create a means to 'pre-conform' with this inevitable future (Sparkman & Walton, 2017).
Bolster with the 25% Rule...
...where new behaviors tend to become the norm once at least a quarter of a group adopt them. Boost change success by recruiting a group of change-makers to create, broadcast and maintain this initial effort.
Combine existing financial nudges with dynamic norms.
The cafe in the study was already charging €0.10 for a takeaway cup but they were able to improve behavior even further with this cheap, efficient and new nudging method...and so can you.
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
The study
Setup
23,946 cafe hot drink sales were studied over 14 weeks. For the last 4 weeks, customers were shown a sign stating that “guests are changing their behavior and more and more are switching from the to-go cup to a sustainable alternative. Take part in this: choose a sustainable cup and help to protect the environment.”
Results
Results showed that customers used 17.3% more reusable mugs over to-go cups after dynamic nudging.
In detail
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Dynamic Norms
