Persuasion Techniques for Residential
Recycling
MORA 2015
Recyclebank
We Engage, Educate and Reward Behavior
Drop Screenshot here
Waste by the Numbers
PURCHASE
Percentage of
Americans who
say they
recycle
everything they
can:
8%
68%
Of North Americans do not consider
packaging when purchasing
DISPOSE
USE
16%
*
Of recycled materials
are contaminated
*Based on WM published average contamination rate in 2014 sustainability report.
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28%
19%
Lowest attitudes &
behaviors
Behavior
increasing
Unmoved by
environmental
issues & alarm
Not highly
concerned but still
taking small steps
25%
15%
Moderate attitude Moderate to high
& behavior
attitude &
behavior
Aware,
concerned,
taking steps
Raising awareness
around
environmental
issues
13%
Highest attitudes
& behaviors
Environment is
passionate
concern
Source: BBMG Conscious Consumer Report: Redefining Value in a New Economy (2009), Yankelovich
4
B=
MAT
Fogg Behavior Change Model
Ability
Motivation
Trigger
Working in Tandem
Proprietary & Confidential. © 2015 Recyclebank
Source:
BJ Fogg.com
5
The Model In Action - Ability
Ability
Education
& Access
Train
Violations/Rewards
Recycling Education
PAYT
Train
Simplify
Simplify
Carts/Single Stream
Terracycle Bags
Recycling Guides (on Carts/Apps)
Virtual Calendars
Weekly vs Biweekly
Bathroom Receptacle
6
The Model In Action - Motivation
Sensation:
Motivation
pleasure/pain
Incentives
& Recognition
Anticipation:
A “Good Job” ticket/reward
Anticipation
Contests(sweepstakes)
hope/fear
Belonging:
accept/reject
Point Deposits
Sensation & Belonging
Badges
Individual & Community Impact
Tracking
Challenges & Motivation
Competitions
Social Sharing
Public Recognition
Retail-Window Signs
7
Triggers DO IT NOW!
Triggers
Prompts
Requests
Cues
Notifications & Reminders
See/Hear Truck
Notifications
SMS Reminders
Neighbor’s Cart
Limited Time Offer
Offers
Calls to
Action
Signal
8
Making Content Relevant
ABILITY
Much like a magazine, we create unique monthly content that relates “lighter green” lifestyle and seasonally-relevant content to
“darker green” themes. We publish two related collections of content each month, one “light green” and one “dark green.”
Proprietary & Confidential. © 2015 Recyclebank
9
ABILITY
Educational Content
Provide a library of educational collections and associated promotional assets related to waste.
Eco-library
Articles
Slideshows
Quizzes
Infographics10
MANY WAYS TO MOTIVATE & RECOGNIZE
Your customers are individuals that are motivated by different things. With multiple ways to incentivize and
recognize them, we meet members need for options for positive motivation.
Badges
Points For
Recycling
Points For
Education
Challenges
Product
Discounts
Socialization
Rewards
Proprietary & Confidential. © 2015 Recyclebank
Tracking Impact
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Incentives & Recognition
MOTIVATION
Enabling individuals to reward themselves for the actions they are taking is a key component of Recyclebank’s
behavior change and awareness programs
Points For
Learning/Actions
Grocer Rewards
Product
Discounts
County/City
Hauler Sponsored
Badges
Tracking Impact
of Actions
Socialization
National/Local*/
Gift Cards
County Funded
Donations
Proprietary & Confidential. © 2015 Recyclebank
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Proprietary & Confidential. © 2015 Recyclebank
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Proprietary & Confidential. © 2015 Recyclebank
14
Real-Time Recycling Help
TRIGGER
Creating a sense of urgency around waste behavior with real-time information
Proprietary & Confidential. © 2015 Recyclebank
15
Announcement E-mail
Proprietary & Confidential. © 2015 Recyclebank
TRIGGER
16
Earn and Spend Points (Email)
Proprietary & Confidential. © 2015 Recyclebank
TRIGGER
17
Person to Person
Proprietary & Confidential. © 2015 Recyclebank
TRIGGER
18
Thank you
Diane Doster- Director of Sales
602-502-3680
[email protected]
www.recyclebank.com