With demographics becoming more fluid and less indicative of behavior patterns, it's important to lead with psychographics when segmenting audiences. Otherwise we risk designing engagement efforts that include implicit & explicit biases and ignoring key segments to reach....
Does your behavior journey end once the audience takes an action or adopts a new behavior? If so, then it's worth exploring how can you make that moment more special. ...
We could spend all our time convincing our audiences to take action for the reasons WE think they should. But that's the long route and it's an ineffective one. Instead, let's focus on their potential whys for taking the same actions we want them to...
The Diffusion of Innovation Theory sparks many questions about the world around us. One of those being: how do we know if an idea will become a trend or end up fizzled like a fad? Luckily, there are some key things that separate the two...
Rather than spend our efforts making our audience feel shame, let's use those resources to direct them towards choices, habits and actions that will help them shed the shame. ...
The goal of designing a tailored strategy isn't to find the one right answer that will create change. That doesn't exist! The goal is to put the most audience-informed, audience-aligned, problem- and need-solving option into action so we can begin to move the needle....
Many organizations put out statements standing in solidarity with the Black Lives Matter movement and with commitments to combat racism. Which is awesome. Now, it's time to work towards delivering on these commitments AS PART OF our conservation, sustainability, and natural resource management work. Here...
Beyond the question of whether fear works or not to motivate action, I wonder if it's an approach we SHOULD use. Head inside for thoughts on how using fear might impact the larger cause and what happens after we lean on fear?...
Veruca Salt wants to see results now! When this happens, we have to resist the pressure to produce short-term results that don't deliver on our long-term goals. There's a way to balance the two so short-term metrics feeds into longer term success....
Is your audience engagement plateauing, or worse, petering out? It could be a sign of audience fatigue, which means more communication won't produce more results. Read on for ideas to renew and grow interest and participation in your environmental activities....