Enablingsustainablebehaviour
AStaffandstudent
SustainabilityEngagement
Strategy
Version1- July 2016
1. Introduction
1.1 Why do we need a strategy?
The University has strategies and plans to manage and reduce its environmental impact, some of
which focus on processes and procedures. However people’s behaviour and lifestyle has a significant
role to play in reducing this impact - for example, the consumption of electricity or travel habits. The
objectives and engagement initiatives set out within this plan aim to promote behaviour change of
staff and students that support the University’s strategic commitments to sustainability.
There is no quick fix to enable sustainable behaviour change and a holistic approach is needed that
integrates the different approaches that influence people’s behaviours. This strategy document
outlines the different approaches to enable behaviour change that will inform the development and
implementation of a sustainability engagement action plan.
1.2 University Strategic aims
Developing a University that is environmentally aware, and has a sustainable outward-facing campus
community, is one of Keele University’s core strategic aims and is at the heart of our Strategic Plan:
Keele University Strategic AIM 5: To promote environmental sustainability in all that we do
The University’s key objectives are:
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Continue to improve the environmental sustainability of the University through campus
developments, carbon reduction and the impact of University operations
Have world-leading research in environmental sustainability
Educate our students on environmental issues and provide opportunities for them to put
strategies into practice
Provide leadership in application and implementation of environmental sustainability
Be sector-leading in environmental education and engagement with business, external
organisations and communities
Keele University’s Environment and Energy Policy outlines a number of commitments to reduce the
University’s environmental impact from its operations whilst also educating staff, students and
visitors on environmental issues.
1.3 Carbon management plan
Keele University launched its first Carbon management plan in 2010, setting out Keele’s approach to
achieving a target to reduce carbon emissions from its activities by 34% by 2020 and 80% by 2050
against a 1990 baseline. Progress against the targets has been made through significant financial
investment in infrastructure whilst also resourcing behavioural change programmes.
Implementing this strategy will develop our engagement with staff and students to ensure they are
aware of the impact that they have on carbon emissions and enabling them to take actions that
reduce energy, supporting the University’s carbon management plan and reduction targets.
Enabling Sustainable Behaviours
- A staff and student sustainability engagement strategy
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1.4 Education for Sustainability (ESD)
Keele University is committed to embedding sustainability in the whole experience of students, from
embedding sustainability into all of our educational programmes, to offering co-curricular
sustainability opportunities for all students, to developing a culture of sustainability through the
campus environment in which students live and study.
In 2015 Keele took part in and was awarded the National Union of Students 'Responsible
Futures' accreditation. This accreditation reflects the institution’s and students’ union’s strong
commitment to embedding sustainability and social responsibility into the experience of students
studying at Keele.
This strategy focuses on the behaviour of students (and staff) that impact on the University
operations impact such as energy use in Halls of residence and will support the aims of the
University’s ‘Education for Sustainability Strategy’.
2. Vision and Objectives
The vision at Keele is to create a sustainable campus community where staff and students feel
empowered to reduce the environmental impact of the University. We will achieve this by
implementing a sustainability engagement action plan that will include initiatives that ensure staff
and students are informed and motivated to make sustainable choices that are part of everyday life.
2.1
Affecting behaviour
There are a number of factors that can affect people’s behaviour and people can be motivated for
different reasons. Simply putting up a poster to tell people to switch off lights may not have much of
an impact on its own to changing behaviours and a holistic approach is needed to engage people in
different ways, whilst also ensuring that the engagement is consistent and frequent.
There are a number of different strategies that can change people’s behaviours towards taking
sustainability actions:
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Making Green choices convenient- enable behaviour change by making sustainable choices
easy and/or by making unsustainable choices difficult.
Example: removing desktop general waste bins and replacing with centralised general waste
bins next to recycling units.
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Social Norms- make green choices the default choice by informing staff and students about
the action of others.
Example: Raising awareness of staff to switch off lights not needed and providing feedback
on energy saved/wasted.
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Attract Attention- be inventive with awareness material to attract attention, reminding
staff/students of the required action.
Example: Use Green footprints on the ground leading to the recycling bin.
Enabling Sustainable Behaviours
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Give feedback- Show staff/students that their actions make a difference by giving feedback.
Example: send monthly reports to building showing energy consumption and energy saved
through behaviour change.
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Incentivise- introduce incentives to encourage staff/students to make sustainable choices.
Example: reward students living in Halls of Residence for taking simple action to lower their
energy consumption.
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Gain Pledges- Introduce initiatives that encourage staff/students to make a pledge about
changing their behaviour.
Example: install a pledge tree during Green week and encourage staff and students to make
a sustainable pledge e.g. wear an extra layer when cold rather than turn up the heating.
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Enable new habits- make green choices easier by breaking them down into smaller parts
and to plan how, when and where to make changes.
Example: provide facilities and support to encourage staff and students to cycle to work.
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Create Teams- motivate staff and students to change behaviour by working together with
others towards a common goal.
Example: Run a staff sustainability engagement scheme that encourages sustainable actions
in the workplace.
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Connect with nature- Increase staff and students motivation to act and live sustainably by
strengthening their connection with nature.
Example: encourage staff and students to explore the University grounds during lunch
breaks to connect with nature.
2.2 Strategic Objectives and Targets
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Engaging the University community as a whole to encourage and embed sustainable
behaviours and understanding of sustainability issues
Publicise an ongoing calendar of events and activities aimed at encouraging sustainable
practices
Hold a sustainability forum each term to share ideas
Run an annual Green week with a range of different events
Produce a quarterly newsletter to promote achievements and how people can get involved.
Ensure that the Green:Keele branding is used widely on sustainability publications and
awareness material
Promote the [email protected] email address to all staff and students to share ideas
on how Keele can improve its sustainability
Chenage staff and student behaviours in order to reduce carbon emission, energy and
resource consumption associated with University operations.
Run a staff engagement scheme that encourages sustainable actions in the workplace
Ensure sustainability is part of the induction process for both staff and students
Enabling Sustainable Behaviours
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Implement campaigns in Halls of Residence featured around energy/carbon saving and
waste recycling.
Implement an energy awareness campaign for staff
To support sustainable development through the content, delivery and output of our
teaching and research, and to use this knowledge base to inform our operations
Creating strong links between Estates/Operations and academic departments by using the
campuses as teaching resources.
To provide a student experience that encourages and nurtures behaviour change during
and beyond University life.
Provide a package of measures that encourage and ‘normalise’ sustainable living and
working for students and staff at Keele.
The sustainability objectives and targets will be developed further and implemented through the
creation of an annual action plan. Implementation of the strategy and action plan will be monitored
and reviewed by the University environment and Sustainability Styeering Group (ESSG).
Enabling Sustainable Behaviours
- A staff and student sustainability engagement strategy
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