Turn off the Tap: Behavioural messages increase water efficiency during toothbrushing

Reducing consumer demand is part of a multidimensional strategy to increase water resilience. Theory-based ‘nudges’ or behaviour-change strategies may be effective at reducing demand at little cost. This paper reports a unique partnership between GlaxoSmithKline, water utility Anglian Water, and researchers at the University of East Anglia. Two experimental studies drawing on the strengths of these organizations investigated a behaviour change intervention designed to reduce water usage when toothbrushing. Study 1 tested the efficacy of three theory-based behavioural messages (social norms, ingroup norms, and collective efficacy) designed to encourage participants (N = 164) to turn off the tap whilst brushing teeth. In an actual toothbrushing scenario, all three messages proved to be effective compared to a no-treatment control condition. In study 2, homes in Newmarket, Suffolk (N = 382) were given toothbrushing packs containing a collective efficacy message that highlighted turning off the tap while toothbrushing. Smart-meter recorded water usage was obtained for three weeks before and three weeks after receiving the toothbrushing packs. Household water usage significantly decreased after receiving the packs. A control group of N = 382 households did not show a significant decrease in water usage during this timeframe. These studies suggest that behavioural messages from public or private companies can be effective in reducing real-world water usage while toothbrushing. This model of collaboration between industry, water utilities, and academics can serve as a model of best practice for public and private companies interested in reducing household water usage

Are low carbon innovations appealing? A typology of functional, symbolic, private and public attributes

Attributes are central to understanding the consumer appeal of low carbon innovations. In this paper we provide a comprehensive understanding of the wide ranging attributes of low carbon innovations. We use a two-by-two dimensional typology which identifies four discrete domains of attribute: private functional, public functional, private symbolic, and public symbolic. Using structured elicitation with over 65 people we examine perceived attributes of 12 consumer innovations in mobility, food, homes and energy. We find that low carbon innovations are relatively unappealing against the private functional and symbolic attributes valued by potential mainstream consumers. This includes features such as money saving, time saving, ease of access, ease of use, trust, and private identity. They are, however, highly appealing against many public functional and symbolic attributes including a range of social and environmental benefits. Food innovations in particular have high social appeal where they support local businesses, protect and build communities around food and build community spirit. Home innovations such as smart appliances and smart lighting are highly appealing because they are novel yet also fit within current social norms. Low carbon innovations based on the sharing economy model offer unique sources of added value related to the creation of social institutions and localised networks. It is important that low carbon innovations are positioned within the marketplace so as to emphasise unique sources of added value within the public domain rather than compete directly with established incumbents whose business models are largely built on volume, scale and costs