EAST Framework

ENCOURAGING BEHAVIOUR CHANGE

Social

Easy

Timely

Attractive

• Harness the power of defaults: People tend to choose pre-set options, so choosing the default option allows you to drive support to a desired behaviour. For example, low-carbon cement can be the default option in building projects.

• Reduce the effort required to make the desired choice. For example, by creating procurement standards that already incorporate TPC considerations.

• Simplify messages, breaking complex goals in actionable steps. For example, by establishing easy steps to adopt low-carbon practices in infrastructure projects.

• Personalize the information and frame it in a way that encourages the desired behaviour. People tend to prioritize what feels personal and attracts attention. By presenting a decision in a certain way you might attract more support. For example, by emphasizing how green supply chains can reduce the costs and losses in the long-term.

• Design incentives that reward desired behaviours. For example, by acknowledging staff that implements relevant TPC considerations in their projects.

• Show that most people perform the desired behaviour: People tend to replicate behaviours widely accepted as social norms, so seen other people - especially peers - adopting specific behaviours, influences individuals in replicating them. For example, if most suppliers are engaged with greening their activities, there are higher chances that the behaviour will be repeated by other.

• Harness the power of social networks. "Seeding" behaviours among networks can lead to widespread change, as people are highly influenced by their networks.

• Choose the right moment. Behaviour change has higher chances of happening if the moment is right. For example, in the upcoming of a conference that addresses the TPC, people will be more open to adopt behaviours that advance TPC action.

• Stress the immediate costs of inaction. For example, by presenting the financial burden resulting from grey infrastructure,
• Present solutions to overcoming the intention vs. implementation gap. For example, by creating guidelines with easy steps to adopt TPC considerations in infrastructure projects.