Keep America Beautiful Webinars

Keep America Beautiful is conducting educational webinars with topics covering issues of interest for our affiliates and partners.

Creating Recycling Habits, Part II

Lessons learned from marketers and the use of emotions and stories to change behavior

In October 2011, Keep America Beautiful hosted a symposium titled, "Re:Psychology – Making recycling second nature."  We assembled a panel of experts to engage participants in a cross-sector dialogue about the challenges we face in the recycling industry and how we can utilize community-based social marketing strategies to increase recycling participation. For the second webinar in this series reviewing lessons learned from the Symposium, Craig Lefebvre, Ph.D., provided us with a framework to think about the design and execution of a social marketing program in your community. He walked us through what we can learn from commercial marketers and how we can integrate audience behavior and benefits with brand and positioning to effect change. We examined:
•    Audience segmentation and priority groups
•    Barriers and Benefits
•    The 4 P’s of marketing (Product, price, place, promotion)

Kelley Dennings then walked us through some examples showing the use of emotions and stories for behavior change.

Kelley Dennings, Director, Recycling Programs and Services, Keep America Beautiful; R. Craig Lefebvre, Ph.D., Research Professor at the University of South Florida College of Public Health. His current research focuses on applying design thinking, social media and mobile technologies in social marketing and public health programs. He also serves as chief maven at socialShift, the social design, marketing and media consultancy located in Sarasota, Fla.

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(Universal MP4 format)
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NOTE: Large file (68.3 MB)

Download presentation slides (1.1 MB PDF)

Creating Recycling Habits, Part I

Learnings from behavioral-based research and social marketing strategies

In October 2011, Keep America Beautiful hosted a symposium titled, "Re:Psychology – Making recycling second nature."

For the symposium, KAB assembled a panel of experts to examine cross-sector dialogue about the challenges faced and the lessons learned from behavioral-based research as well as the real-world experience of community-based social marketing strategies designed to increase recycling participation. The goal is to share and utilize these learnings to develop a cohesive, united approach to build momentum to increase recycling. This “Creating Recycling Habits” webinar series is designed to  synthesize the key learnings from this two-day symposium.

The first session featured Dr. P. Wesley Schultz, Professor of Psychology at California State University San Marcos, who shared highlights of behavioral-based recycling research and outlined various social marketing strategies with a focus on norming. We then heard from Julie Colehour, Principal of the social marketing firm Colehour+Cohen, who shared a campaign conducted in King County Washington that pushed recycling participation to the next level.

Additional sessions will include presentations about the use of stories, incentives and other community-based social marketing topics and tips.

Download webinar
(Universal MP4 format)
Right-click (PC) or Ctrl+Click (MAC) to download for best viewing.
NOTE: Large file (53.8MB)

Click here for the speaker biographies. (PDF)

Download slides (1.07MB PDF)

Research Papers Referenced During Presentation
Changing Behavior in the Normative Feedback Intervention:
A Field Experiment on Curbside Recycling
By P. Wesley Schultz (Basic and Applied Social Psychology, 1999)

Who Recycles and When? A Review of Personal and Situational Factors
P. Wesley Schultz, Stuart Oskamp and Tina Mainieri (Journal of Environmental Psychology, 1995)

Environmental Sustainability and Behavior Science:
Meta-Analysis of Proenvironmental Behavior Experiments
By Richard Osbaldiston and John Paul Schott (Environment and Behavior, 2012)
(Paper available upon request.)

Book Referenced During Presentation
Social Marketing to Protect the Environment: What Works
By P. Wesley Schultz, Doug McKenzie-Mohr, Nancy R. Lee and Philip Kotler