• 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