• Katarzyna Koziel (August 2016)
MSc International Marketing Management with
Sustainability
Heriot-Watt University
i. The facilitator plays a significant part in the
process
“Facilitation requires good communication
and facilitation skills, as well as good
knowledge of the model, you have to
understand it to assign problems easily to the
topic.”
ii. Difficult to move forward to the next phase of
the project [beyond mapping]
“You know it's very nice to do those ISM
analyses but what do you do afterwards?"
“The ISM doesn’t say what should be done
after identifying the barriers.”
1. Identify policy
area and owner
2. Owner defines
the problem
3. Define audience
and behaviour
4. Behaviour lit review
5. ISM internal
workshop
6. What works lit review7.
Assemble working group
8. ISM external
workshop
9. Draft intervention workplan(s)
10.Run it and
monitor it
11.Report on pilot results
12.Prepare biz case
for roll out
PLAN
PROTOTYPE
PILOT
ISM as a Process (12 Steps)
1. Identify policy
area and owner
2. Owner defines
the problem
3. Define audience
and behaviour
4. Behaviour lit review
5. ISM internal
workshop
6. What works lit review7.
Assemble working group
8. ISM external
workshop
9. Draft intervention workplan(s)
10.Run it and
monitor it
11.Report on pilot results
12.Prepare biz case
for roll out
PLAN
PROTOTYPE
PILOT
ISM as a Process (12 Steps)
Since 2013, we have used ISM in all kinds of places...
The Scottish Government
Zero Waste Scotland
Scottish Local
Authorities
The Scottish Parliament
West Lothian Schools
Energy Saving Trust
Carbon Trust
Cwm Harry / Zero Waste Presteigne
Defra DfT DH
FCRN / Wellcome
Trust
Mandalah(Brasil)
NUS /Home Office
Northern Ireland
Executive
Scottish
Natural
Heritage
...and on all kinds of behaviours
RPP2&3 eg. Electric Vehicles
Doggy Bags Active TravelEngaging in Democracy
Recycling Beyond
Conservation Areas
Solid Wall Insulation
Low Carbon Workplaces
Community Waste
ManagementLine Drying
Mobile Phone Driving
Physical Activity /
Healthy Eating
Eat Less MeatOpen
Defecation (OD)
Pre-Drinking
Prog for Govteg.
Drug Courts
• Wanting to get Drunk
(‘determined drunkenness’)
INDIVIDUAL
Values, Beliefs, Attitudes
Emotions
Agency
Skills
Costs & Benefits
Habit
• Perfectly Rational: Price per Unit
• Time Efficient: drink while getting
ready (esp. girls)
• Context of student fees/loans:
hardworking ‘professionals’ who
work late then go out
• Once drunk, everything is
less rational
• (Note ‘Discounting’ effects:
booze worth a lot late at
night/when drunk – and early
evening calculations about
‘cost per unit’ go out the
window)
• Fun! Pre-drinks ‘in’ often
more fun than the night ‘out’
• Belonging to your group who
prink together
• Prinking habits learnt/established
pre-Uni
• Prinking a habit/routine across
society (u-30s?)
• Habit of rotating venues around the
group (‘share the mess’)
• Prinking Know How (where to
meet, how to co-ordinate the
group, where to get cheap
booze etc)
• Getting ready skills (while
prinking) [girls]
• Drinking game skills (to get
loaded faster) [boys]
• Retailer knowledge: where
booze is cheapest
• Believing you are able to
plan your
drinking/drunkenness
SOCIAL
Norms
Roles & Identity
Opinion
Leaders
Networks &
Relationships
MeaningsInstitutions
Tastes
• Being a student
• Fitting in to your friendship group
• Being a first year
• Being a home student (assume hard
drinking? Certainly more so than
international students)
• Student norms around
drinking (perceived vs
actual? – NB hard
drinking probably more
visible than low/non
drinking, so more salient
as a ‘descriptive norm’)
• Prinking as the norm for
every night out
• Prinking later
• Staying out later
• Pre-drinking as
gendered? prinking
(girls) and pre-lashing
(boys)
• Bars and Clubs (with own
cultures & ‘rules’)
• ‘SciBars’ (themed evenings
involving academic-style
presentations)
• ‘Takeovers’ (exchanges
between clubs and societies)
• ‘Prinking’ (and in contrast
to eg a house party)
• ‘Drinking’ ie. to get drunk
• Drinking out as safer than
drinking in (if in
Union/linked venue)
• ‘Safe drinking’
• ‘A good night out’
• Friendship group
• Formal affiliation to clubs.
societies
• Leaders of sports/clubs and
societies (can do block deals eg.
to incentivise early entry)
• Co-ordinators of friendship groups
(who prink)
• Leaders of ethnic/interest student
communities (eg. Chinese;
allotment/growers)
MATERIAL
Infrastructure
ObjectsTechnologies
Rules &
Regulations
Time &
Schedules
• Supermarkets, corner shops
• Pubs, bars
• Clubs (Union-linked or not, sometimes ‘rogue’)
• Alcohol free (smokefree) halls/accommodation
• No minimum price per unit
• No licensing hours
• Smoking, Drugs (less illegal at home)
• Drinking games rules inc. forfeits
• Supermarket home delivery (& Dial-a-Drink)
• Social media (eg. to organise prinking
time/place)• Cheap Booze (from off trade)
• (24 hr) Supermarkets
• Staff in bars and clubs (decide if
you’re sober enough to get in, if you
get served, and what happens when
you leave)
• Prinking in the 7 till midnite slot (may also involve food/eating)
• Club hours: empty at 11, busy from midnite, open later
• Spontaneity: often don’t end up going out at all [esp. girls?]
• Synchronise getting ready and prinking [a few hours – girls]
• Seasonal events (eg. Chinese New Year) as opportunity for
themed events and group celebrations (in Union venues)
• NUS Alcohol Impact comprises 21 Universities
o 7 ‘Partnerships’ in 2014-15 (HO funded)
o …plus 14 in 2015-16 (self funded)
• Designing an ISM intervention a mandatory criterion
• Interventions include…
o Brighton = pancakes
o Royal Holloway = breathalysers
o Leeds = ‘Fruity’ club night
• All multi-dimensional, multi-stakeholder, eg. Brighton
o inc. Wednesday pre-drinks pancakes
o Partnership with Red Frogs
o Results include: fewer incidents in Freshers Week,
new collaboration with Sussex Uni, first years
staying at Halls not going on to West St
ISM applied to... Zero Waste Presteigne (2012-13)
• …and these effects endure at one year follow-up
• Lots of new info and
advice
• …delivered through
conversations with
collectors
INDIVIDUAL
Values, Beliefs, Attitudes
Emotions
Agency
Skills
Costs & Benefits
Habit
Zero Waste Presteigne: Individual Factors
• Community Dividend
paid to community
groups (qv. norms)
• Trust for volunteers
(needed building)
• Warm personal
relationships
• Build sense of agency
through learning and
feedback
• …leading to frustration
with wastes beyond their
control!• Learning what and
how to reduce, and
community recycle
• Inc h’holder sorted
recycling
• Waste/recycling
behaviour as
automatic – hard
to break, then
new habits stick
SOCIAL
MATERIAL
Norms
Roles & Identity
Opinion
Leaders
Networks &
Relationships
MeaningsInstitutions
Tastes
• Staff with social skills
(and needs)
• Community Dividend
• Visible Collections /
Set Out
• Street-level recycling
rate signage
• Upward social
comparison
• Permission from
the LA
• Embedded in
schools etc
‘Slow Recycling’;
Waste;
Community;
Volunteers
• Staff chosen for
their strong
networks
• Use of local traders
and businesses –
who then become
advocates
• Staff as key
advocates for
ZWP
Zero Waste Presteigne: Social Factors
MATERIAL
Infrastructure
ObjectsTechnologies
Rules &
Regulations
Time &
Schedules
• New rounds
• Milkfloat (and
Transit tipper)!
• Clear plastic
landfill bags
• High quality
recyclate
• 15 waste streams
• Community
compost• New guidance
and procedures
• New potential to
be paid to
recycle
• Key events: bring-
takes, dividend
awards ceilidh
• Café drop-in
sessions
• Slow pace of
collection rounds
• All weather
collections!
Zero Waste Presteigne: Material Factors
Mandalah: Open Defecation
• Mandalah’s Social
Mission project around
Basic Sanitation
• In Brazil, basic
sanitation is a right
guaranteed by the
Constitution including
supply of water, sewage
systems, street
cleaning, urban
drainage systems, solid
waste and rainwater
management.
• In Milagres (MA), there is
no sewage treatment,
and 1200 of 1600
households do not have
access to sanitation
services
Mandalah: Open Defecation
No privacy/shame
concerns about shitting
Outdoor spaces
(make OD the norm)Back yards
Status of indoor toilet
Compost toilet?
Vs Dream toilet
How to run a
Compost toilet ‘Composters’
5 metres
from home
Shared open
spaces
‘privacy’ = anywhere
but not at home
[audience issues]
• OD not for older people
(crouching)
• Women’s safety concerns
No health concerns
Safety concerns
crouching
Compost toilet (NB looks
like wet toilet, above
ground)
Showers
(shared?)
Distant from
the State/Govt
Family split across
multiple homes in
same town
Various bathroom
arrangements inc
showers
Cost of a
compost toilet? Status (dream) of brick
house… motorbikes!
(both are lacking)
Brick houses sometimes
with toilets (not adobe, mud)
Brick house dwellers
(they brought water)
Rivers (used even
by brick houses)Lack of treated
water supply
‘Private property’
(can’t OD)
Neighbouring towns
with different OD
practices
Father teaches
the kids
Mothers / the ‘lead’
mother, matriarch
Church – also delivers
schooling
Mothers in charge,
Fathers at work
OD day and night
Buses to travel to
school elsewhere
Wet toilet with septic
tank (school)
Home (vs school)No immediate
problem (denial?)
Higher cost of a
flushing toilet
Importance
of hygiene
Bathrooms
(with toilets)
Unaware of
Compost toilet?
Compost toilets
not from round
here (but in
Brasil)
greeness
Importance of
nature/environment
fertiliser
smell
Monthly inspections,
6 monthly renewal
Monthly inspections
of the compost toilet
This is how we shit –
NB even when we have
seen/used flush toilets
Unclear value of
(compost) toilet
Health agents/visitors
from Govt
‘banheiro’
Don’t Defecate in the Open /
Use a (compost) toilet
Methods
• 5 week intensive residential (Sao Paulo) inc ISM, and prototyping
• Back to Milagres for 15 week implementation: inc. co-build first 5 compost toilets, sanitation education and training
• 8 more households building toilets by end 2016
• Replication in other states (with new business models) planned for 2017
Implications
• The (#1) target behaviour is ‘Install a Compost Toilet’
• Wet toilets are part of the ‘brick home dream’. Build new dream homes inc.compost toilets (the dream you can afford, and will come true)
• Open Defecation is a habit, going back generations, and normal in many rural places; it will take time to bring lasting change (a few years at least) –and even when homes have (compost) toilets, some people will still OD
• ISM can be focal point for a multi-stakeholder group to develop innovations with communities: now move to community-owned ISM to tackle the OD…
So, what does happens next?
‘Climate Change Plan’ Case Study (SG 2016)
• ISM being used to backcast team’s carbon targets
• Housing team a pathfinder for the ISM process
• ‘Decarbonising housing stock’ translated into:
i. uptake of energy efficiency loans
ii. building the market for efficient homes
iii. engaging householders with their heating controls
• ISM sessions on all three themes
- Round 1: Internal
- Round 2: With Stakeholders
• Process findings to date include...
- Sell the sizzle (the warm home not the loan)
- Behaviour change the outcome of the interventions (not vice
versa)
- Diverse stakeholders required (installers, estate agents,
TV/media, financial services...)
- Puts Government in convening role, changes the policy lead’s
day job
1. Identify policy
area and owner
2. Owner defines
the problem
3. Define audience
and behaviour
4. Behaviour lit review
5. ISM internal
workshop
6. What works lit review7.
Assemble working group
8. ISM external
workshop
9. Draft intervention workplan(s)
10.Run it and
monitor it
11.Report on pilot results
12.Prepare biz case
for roll out
PLAN
PROTOTYPE
PILOT
ISM as a Process (5 Steps)
MAP IT ONCE (OR TWICE)
CONVENE A WORKING GROUP
MAP IT AGAIN
PULL LEVERS
CHECK BACK
ISM process ideal for intervening in complex systems
• ISM responds to sustainability challenges, which are...
o Urgent
o Complex
o Messy
o Societal
o Values-driven
• …by convening the system around the practice in
question, to develop co-productive approaches
Conclusion
ISM implications for how to make change happen
o Governance not government
o Collaboration not competition
o Multiple benefits not single outcomes
o Ways of working, not pre-set objectives
o Multiple definitions/measures of success
Further Reading:
ISM User Guide
www.gov.scot/resource/0042/00423436.pdf
ISM Technical Guide
www.gov.scot/Resource/0042/00423531.pdf
...to be continued!
www.andrewdarnton.co.uk