Design for Behavioural Change

It is suggested that up to 45% of energy reduction measures can occur through behaviour change initiatives alone. How design may facilitate the adoption of more sustainable behaviours is a research interest of the Sustainable Products and Packaging group – in understanding the relationship between household practices and designed artefacts. The area of research is seen to be worthwhile from two perspectives:

1. Designs role in supporting practices is an undeveloped area of study; yet a brief example implicates design as an inconspicuous contributor to how we act. For example the provision of endless hot water, in a modern bathroom with a calming aesthetic, complete with heated tiles makes the long hot shower an extremely convenient and comforting practice on a cold winter’s morning. The described bathroom provides a relaxing environment to easily consume water and energy. To ask the end user via an advertising campaigns such as the ‘every drop counts’ to reduce consumption is a message that is the polar opposite to what the designed environment has scripted. To proactively script desired behaviours in a insightful manner by designers is an exciting area of research that can lead to innovation in the concept development phase of the product development process.
2. Second, it is argued is that it is not for the lack of available solutions preventing a substantial reduction in greenhouse gases, but the lack of adoption of the available solutions. Most ‘sustainable’ solutions are often so elementary that in the first instance there appears to be a limited connection to design. Solutions such as walking, riding, sharing, air-drying clothes or altering your choice of clothing as opposed to turning on an air conditioner are outcomes that are most desirable, yet the connection to such behaviours and designs input seems abstract on the part of the designer. A successful approach used to overcome this problem has been to invert the somewhat simple ‘sustainable’ solutions into the design problem. Walking is no longer the solution, but a design problem. How to prompt people so that their default action (walking) is sustainable is a design challenge, requiring an understanding of behavioural change strategies. The design of artefacts has a role to play in facilitating the adoption of the above positive practices.